Obsessed With SEO & SEM

January 30-31, 2019
San Jose Convention Center

SMX West 2018 Agenda

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Calendar

Full Conference Agenda - Wednesday, January 30th

8:00 AM-9:00 AM

Breakfast/Registration

9:00 AM-9:45 AM

Keynote: Age Of Assistance

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    General

Overview

Ready for some crystal ball gazing? Search is no longer limited to text on a computer screen - it's often voice activated and happens across mobile and internet of things devices like smart home speakers. In this keynote talk, our speaker from the Google Assistant team will take you on a roller coaster ride from where we are today to what the future holds, including how some future tech is already here and having a significant impact on marketing campaigns.

Speakers

Marco Lenoci

Head of North America Global Partnerships, Google, @marcolenoci

Moderator

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

9:45 AM-10:00 AM

Break

10:00 AM-11:00 AM

Machine vs. Man: What Really Matters For SEO Success

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Level: Intermediate
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    SEO
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    SEO

Overview

When it comes to presenting the best results for any given query, Google favors generalized algorithmic improvements over band-aids that address specific problems. Yet Google also employs a team of search quality raters to evaluate and provide feedback on search results.

As an SEO, should you be meticulously analyzing search ranking algorithm updates or carefully studying each word of the 164-page Google quality raters guidelines?

In this session, you'll learn what you should focus on and what really matters for SEO success in today's algorithmically-driven yet human-mediated ranked environment.

Speakers

Lily Ray

Director, SEO, Path Interactive, @lilyraynyc

Dave Davies

CEO, Beanstalk Internet Marketing, @beanstalkseo

Frédéric Dubut

Senior Program Manager, Bing, @CoperniX

Nagu Rangan

Senior Program Manager, Bing

Moderator

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

The Text Ad Reboot: How To Evaluate & Manage Your Current Options

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Level: Intermediate
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    SEM
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    SEM

Overview

In the past year, Google has shaken things up for advertisers. It has introduced new products such as Responsive Search Ads and expanded the number of headlines and descriptions in standard text ads. These longer ads offer more real estate, but do they deliver better results or just create complexity?

This session delivers best practices for evaluating the effectiveness and managing the choices text ads offer. It will answer your questions including "Is running three headlines more effective than using two?" or "Are two descriptions are better than one?"

Speakers

Sean Murphy

Senior Associate, Red Ventures, @ppc_sean

Mark Irvine

Sr Data Scientist, WordStream, @MarkIrvine89

Moderator

Brad Geddes
Co-Founder, AdAlysis, @bgTheory

Instapage - TBA

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TBA

11:00 AM-11:15 AM

Break

11:15 AM-12:15 PM

Mobile First Indexing & Mobile Friendly SEO

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Level: Intermediate
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    SEO
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    SEO

Overview

Not focused on delivering a great user experience to mobile users? You are missing a huge and growing opportunity.

Start by understanding the difference between mobile-first indexing and mobile-friendly SEO. Though linked at the hip, they are not the same. Mobile-first indexing means that Google's crawlers now primarily see your web pages as they are rendered by a smartphone. SEO for the mobile-first index is different from traditional SEO.

In this session, you'll learn how to construct a mobile-friendly SEO site for search engines that delivers exceptional user experiences for your human visitors.

Speakers

Max Prin

Head of Technical SEO, Merkle Inc., @maxxeight

Moderator

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

Starting Fresh With Match Types & Account Structures

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Level: Intermediate
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    SEM
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    SEM

Overview

Just when you thought you had built the perfect campaign structure to silo inbound SEM traffic by match-type to meet your ROAS goals with perfectly tuned bids and ads, everything changed. Updates to Google Ads and Bing Ads matching rules have upended many time-tested and reliable account structures.

In this session, you'll get a fresh take on the effectiveness of traditional account structures, how and when to consider a complete rebuild and what new hybrid account structures you should be considering to keep your campaigns competitive in the new world of SEM.

Speakers

Andrew Goodman

President, Page Zero Media, @andrew_goodman

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Bruce Clay - TBA

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TBA

12:15 PM-1:15 PM

Lunch

Lunch Presentation - TBA

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TBA

1:15 PM-2:15 PM

SEO Site Clinic

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    SEO
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    SEO

Overview

TBA

Ad Testing In A Multi-Format World

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Level: Intermediate
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    SEM
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    SEM

Overview

The functionality of ad groups has evolved. Groups now include Responsive Search Ads, two headline text ads, three headline text ads and more. In addition, ad rendering on various devices is constantly changing as Google refines and updates formats. Only sophisticated ad testing can assure you're getting maximum performance from your campaigns. In this session, you'll get a deep dive into constructing, conducting and evaluating ad tests when you blend ad formats in groups. You'll walk away with new approaches, best practices and the know-how to use timeless testing techniques to drive campaign success.

Speakers

Brad Geddes

Co-Founder, Adalysis, @bgTheory

Cara deBeer

Partner, Paid Search Director, Catalyst, @CatalystSEM

Moderator

Ginny Marvin
Editor-in-Chief, Third Door Media, Inc., @ginnymarvin

Link Building Secrets SEOs Won't Share: How To Build A Link Profile That Rank

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Overview

Kevin Rowe, CEO, of PureLinq, will share his secrets to developing a high-performing and scalable link building program that drives ranking. Attendees will leave with an understanding of how to build a scalable, efficient, and high-impact link building program.

Rowe will also briefly demo PureLinq's proprietary technology that allows SEO's, content marketers, and digital marketers to drive links at an unprecedented predictable and scalable rate.

This actionable session will cover:

  • Building relationships and tools for link building
  • Focusing on contextual links
  • Advanced metrics to evaluate sites (where should you links be placed)
  • Where to point links: articles or product/service pages?

Speakers

Kevin Rowe

Founder & CEO, Rowe Digital

2:15 PM-2:30 PM

Break

2:30 PM-3:30 PM

Google's New Dynamic Rendering Workaround: A Must For JavaScript-Heavy Sites

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Level: Intermediate
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    SEO
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    SEO

Overview

Developers love JavaScript for its flexibility and capabilities. But search engines still find it difficult to process JavaScript successfully. Google recently released a new SEO workaround, called dynamic rendering, that will support modern sites with JavaScript and sites that have a strong social media presence.

This session dives into the promise and reality of dynamic rendering. You'll get insights into how to implement this new process of switching between client-side rendering and pre-rendered content, and an up-close look at how dynamic rendering provides positive benefits for sites that rely heavily on JavaScript.

Speakers

Bartosz Goralewicz

Co-Founder, Head of SEO, Elephate, @ElephateSEO

Moderator

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

Getting Tactical With Google & Bing Audiences

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Level: Intermediate
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    SEM
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    SEM

Overview

Google and Bing continue to introduce new audience development features that you can use to increase the reach and profitability of your paid search and display ad campaigns.

In this session, you'll learn new ways to build, optimize and capitalize on your audience targeting tactics.

Speakers

Christi Olson

Search Evangelist, Microsoft, @christijolson

Brooke Osmundson

Senior Digital Manager, NordicClick Interactive, @BrookeOsmundson

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Rising Above the Pack: Content Marketing that Crushes It in 2019

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Content marketing is more important than ever, but the field is getting more and more crowded. Further, machine learning at the search engines is changing how they evaluate it. What's a poor overworked marketer supposed to do? Come to this session to find out!

Speakers

Eric Enge

General Manager, Perficient Digital

Mark Traphagen

Content Strategy Director, Perficient Digital

3:30 PM-4:00 PM

Refreshment Break

Agencies Survey

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TBA

4:00 PM-5:00 PM

Everything You Need To Know To Execute A Successful Site Migration

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    SEO
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    SEO

Overview

Are you planning on switching to HTTPS, introducing a new CMS, changing hosting providers or relaunching your templates? Beware. Many things can go wrong. And the consequences can be severe.

Don't worry. We've got you covered! You'll leave this session with a comprehensive strategy for executing an error-free site migration that will deliver all the benefits you expect with none of the headaches. You'll get hands-on advice on how you should plan your relaunch from speakers who have executed dozens of successful migrations on a variety of types of sites around the world.

Speakers

Patrick Stox

Technical SEO, IBM, @patrickstox

Bastian Grimm

CEO & Director Organic Search, Peak Ace AG, @basgr

Moderator

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

Aligning Your Marketing With Your Customer's Journey

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Level: Intermediate
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    SEM
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    SEM

Overview

In today's fragmented marketing landscape, aligning messaging across channels, segmenting top performing audiences, and creating cohesive journey-mapping -- from awareness through the sale -- are critical for success. The task is especially challenging because getting it right requires closely collaborating and coordinating with multiple stakeholders with differing agendas and goals.

This session explores how to get in step with you customer (and your team) as they follow their own paths towards interest, engagement and conversion.

Speakers

Amanda Farley

Partner + Director of Digital Strategy, SS Digital Media, @afriedt

Seth Meisel

Senior Digital Marketing Manager, Thrift Books Global, LLC, @SethMeisel

Moderator

Brad Geddes
Co-Founder, AdAlysis, @bgTheory

Uberall - TBA

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TBA

5:00 PM-6:00 PM

Networking Reception

Sponsored by:

6:00 PM-7:00 PM

Technical SEO for Developers Community Meetup


Enterprise SEO for In-housers Community Meetup

Calendar

Full Conference Agenda - Thursday, January 31st

8:00 AM-9:00 AM

Breakfast/Registration

9:00 AM-9:45 AM

Keynote: The Quest For Intelligent Search

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Overview

In this keynote conversation you'll hear holistically about what's new with search at Microsoft and what future developments and opportunities are coming to Bing and Bing Ads. In this keynote, you'll hear directly about how AI is emerging as a key force in the evolving search landscape and the move from keywords towards intent and audiences.

Moderator

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

9:45 AM-10:00 AM

Break

10:00 AM-11:00 AM

Solving Complex SEO Problems When Standard Fixes Don't Apply

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Level: Intermediate
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    SEO
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    SEO

Overview

Most technical audit presentations cover tools and theory, but few help you piece it all together or sort out the issues when standard fixes have been implemented and are not performing as expected.

In this session, our speakers share the metrics that indicate significant SEO problems. And they'll offer strategies and tactics that work when standard technical SEO fixes do not.

Speakers

Arsen Rabinovich

Founder/Director of SEO, TopHatRank.com LLC, @tophatarsen

Moderator

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

Driving Sales with Advanced Facebook & YouTube Tactics

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Level: Intermediate
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    SEM
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    SEM

Overview

YouTube and Facebook offer unprecedented reach and sophisticated targeting options for advertisers.

In this session, our expert speakers share successful YouTube and Facebook video ad tactics, along with tips for driving results with other Facebook ad formats. They'll cover audience development and targeting, creative options, measurement and reporting. And you'll walk away with actionable information for generating qualified leads and conversions from Facebook and YouTube ads.

Moderator

Ginny Marvin
Editor-in-Chief, Third Door Media, Inc., @ginnymarvin

Adthena - TBA

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TBA

11:00 AM-11:15 AM

Break

11:15 AM-12:15 PM

Enterprise SEOs, Unite!

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Level: Advanced
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    SEO
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    SEO

Overview

Implementing SEO for large organizations requires specialized skills:
- maintaining multiple websites
- getting different content management systems to play nice together
- juggling the unique requirements of countries and languages
- domain management
to name just a few.

Being responsive to the needs and opinions of internal stakeholders (including top management) further compounds the complexity.

In this session, our panel of enterprise SEOs delivers a needed sanity check along with the latest tactical and technical issues that are especially relevant to large enterprise implementations.

Speakers

Sharon Conner

Manager – Search & CRO, Autodesk, @anemptyroad

Moderator

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

Leveraging Amazon Ads & Other Product Marketplace Opportunities

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Level: Intermediate
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    SEM
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    SEM

Overview

For marketers selling on Amazon, getting your products to show up in search results is imperative... especially now that Amazon is the third biggest digital ad seller behind Google and Facebook. Yet, while Amazon's ad platform has made strides, it still lacks the sophisticated functionality of its competitors.

In this session, you'll learn tactics and best practices for leveraging Sponsored Products, Sponsored Brands, Product Display Ads as well as Amazon's other advertising offerings. You'll also understand the broader e-commerce marketplace landscape and where our expert speakers see opportunities.

Speakers

Todd Bowman

Senior Director, Amazon and eRetail, Merkle, @ToddBowman68

Moderator

Ginny Marvin
Editor-in-Chief, Third Door Media, Inc., @ginnymarvin

Botify - TBA

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TBA

12:15 PM-1:15 PM

Lunch

Lunch Presentation - TBA

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TBA

1:15 PM-2:15 PM

Optimizing Content For Voice Search & Virtual Assistants

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    SEO
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    SEO

Overview

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

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

Moderator

Greg Sterling
Founding Principal, Sterling Market Intelligence, @gsterling

Quora Inc. - TBA

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TBA

2:15 PM-2:30 PM

Break

2:30 PM-3:30 PM

Maximizing Visual Search Potential

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    SEO
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    SEO

Overview

With recent improvements in both camera phones and search engine image feature detection capabilities, people are increasingly turning to visual search for finding products, planning travel and other activities. Optimizing for visual search can drive more traffic and significantly enhance user experience and conversion rates. This session explores the important techniques to fully leverage visual search.

Moderator

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

Competitive Analysis: Inside Out & Outside In

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Level: Advanced
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    SEM
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    SEM

Overview

Success often hinges on how well your campaigns are set up and run, as well as on how well you respond to competitors. Attend this session for advanced account auditing tactics that identify strengths and weaknesses, and gather tips for identifying opportunities and competitive threats. This highly tactical session will deliver actionable methods and tools designed to significantly improve your competitive edge.

Speakers

Sean Murphy

Senior Associate, Red Ventures, @ppc_sean

Andrew Ramm

President and General Manager, Alexa.com, @arammalexa

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

CallRail - TBA

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3:30 PM-4:00 PM

Refreshment Break

4:00 PM-5:00 PM

The New Realities Of Local Search

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Level: Intermediate
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    SEO

Overview

While traditional SEO techniques are integral in achieving local SEO success, many other factors play a significant role in effective geotargeting. Your results will improve by focusing on reviews, questions & answers, knowledge panel management and other organic tactics, as well as taking full advantage of the functions of Google My Business.

But you'll also have to keep an eye on new options for local advertising: Product listing and map ads, location extensions, local inventory ads -- the list goes on.

Join out expert speakers for an exploration of the rapidly evolving local marketing landscape and discover how you can best leverage new opportunities.

Moderator

Greg Sterling
Founding Principal, Sterling Market Intelligence, @gsterling

Who You Gonna Trust? SEM Expert Roundtable

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Level: Intermediate
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    SEM
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    SEM

Overview

When it comes to feedback and opinions on your ad campaigns, there's no shortage of advice from a multitude of sources:
- The search engines publish best practice guidelines.
- Google and Bing interfaces offer recommendations from inside your account.
- And if you have a larger account, you'll get suggestions from your reps.

Sadly, all too often these recommendations contradict one another. Some are good. Some you may disagree with. And others leave you scratching your head.

This session's roundtable discussion will give you a candid look at what's working, what's not and how to evaluate your options. You'll learn to distinguish solid advice from dubious suggestions and understand the critical factors you should consider before blindly implementing changes to your campaigns.

Speakers

Aaron Levy

Manager of Client Strategy, Elite SEM, @bigalittlea

Robert Brady

Founder, Righteous Marketing, @robert_brady

Michelle Morgan

Director of Client Services, Clix Marketing, @michellemsem

Moderator

Brad Geddes
Co-Founder, AdAlysis, @bgTheory

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