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SMX West 2018 Agenda
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Full Conference Agenda - Tuesday, March 13th
7:00 AM-9:00 AM
Breakfast/Registration
8:00 AM-8:30 AM
Better Together: Search And Video Deliver More Conversions And Stronger ROI
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Solutions
Presented by:
Overview
Have you tried the new AdWords experience? Hundreds of thousands of advertisers are already tapping into the new innovations including ad variations and promotion extensions. Join AdWords product director, Anthony Chavez, and YouTube product manager, Nicky Rettke, as they unveil the latest innovations and best practices that will help you take your business to the next level. As a special treat, Search Engine Land's Ginny Marvin will lead a dynamic fireside chat to address all of your top questions.
Speakers
Anthony Chavez
Director of Product Management, AdWords & DoubleClick Search, Google
Nicky Rettke
Group Product Manager, YouTube Performance Ads, Google
Moderator
Better Together: Search And Video Deliver More Conversions And Stronger ROI
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Solutions
Presented by:
Overview
Have you tried the new AdWords experience? Hundreds of thousands of advertisers are already tapping into the new innovations including ad variations and promotion extensions. Join AdWords product director, Anthony Chavez, and YouTube product manager, Nicky Rettke, as they unveil the latest innovations and best practices that will help you take your business to the next level. As a special treat, Search Engine Land's Ginny Marvin will lead a dynamic fireside chat to address all of your top questions.
Speakers
Anthony Chavez
Director of Product Management, AdWords & DoubleClick Search, Google
Nicky Rettke
Group Product Manager, YouTube Performance Ads, GoogleModerator
Keynote: The Future Of AI & Intelligent Search
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General
Overview
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. Search is also powering intelligent agents that are becoming a growing focal point for connecting with your customers. In this keynote, hear how the rapidly evolving space of personal agents, voice search and chatbots will impact your marketing efforts, and how to future-proof your marketing for the emerging era of intelligent search.
Speakers
Shelby Reed
Regional Vice President Sales, Bing Ads
Ryan Weiss
Senior Manager, Strategic Partnerships, HomeAdvisorModerator
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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Shelby Reed
Regional Vice President Sales, Bing Ads
I am an experienced marketing and technology sales leader with a proven track record of increasing accountabilities in managing teams, developing partnerships and driving revenue. With strong communication and presentation skills I effectively collaborate across teams at all levels of an organization. Operational excellence, strategic planning and decision making rooted in data are part of my DNA as is a bias toward action. A high-growth, evolving environment is where I thrive; contributing to building teams and building businesses.
My career is built on cultivating passionate teams and clients for the products and services I represent.
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Ryan Weiss
Senior Manager, Strategic Partnerships, HomeAdvisor
Ryan is a Global Business Development Manager with extensive experience in: B2C and B2B sales / marketing, product development / management, and team leadership. His current role as Senior Manager of Strategic Partnerships is to drive consumer acquisition through special projects for the HomeAdvisor and Angie’s List brands in the following industries: Smart Home / IoT, Retail, and technology. Ryan is a die-hard Broncos fan and spends his free time snowboarding in the winter and hiking in the summers in Colorado and Montana. Ryan attended the University of Colorado at Boulder where he got his degree in Business Management and Operations and Information Management.
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10:15 AM-10:45 AM
Refreshments
SEO Ranking Factors In 2018: What's Important, What's Not
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SEO
Overview
The debate about Google ranking factors evolves with every algorithm update and each new theory about the influence of machine learning and AI. What's on the rise, what's on the decline, and what still works?
You'll leave this session knowing the key elements that will deliver maximum SEO success in today's environment.
Speakers
Olga Andrienko
Head of Global Marketing, SEMrush, @olgandrienko
Marcus Tober
Founder/CTO, Searchmetrics Inc., @marcustober
Chanelle Harbin
SEO Manger, Disney ABC Television Group, @chanelle_harbinModerator
SMX West Moderator:
Barry Schwartz is Search Engine Land's News Editor and owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on very advanced SEM topics. Barry's personal blog is named Cartoon Barry and he can be followed on Twitter here. For more background information on Barry, see his full bio over here.
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Olga is the Head of Global Marketing at SEMrush. Olga specializes in conversion and relationship marketing and has built one of the strongest communities in the SEO industry using social media. Together with her team, Olga has made social media an integral part of the marketing mix at SEMrush ensuring customer support, conferences, online events, PR and other marketing activities are supported through the social platforms SEMrush is officially using.
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Marcus Tober studied computer science in Berlin. During his study he developed the well-known SEO platform linkvendor.com in early 2005. At the same time he built the largest online greeting cards platform in Germany with millions of visitors every month. Because of his passion to SEO he decided to focus on Searchmetrics and its Enterprise SEO platform and sold the Ecards and more GmbH in 2008 to the largest European company builder Rocket Internet. Today Searchmetrics is a leader in Enterprise Search Analytics solutions with more than 140 employees and offices in Berlin, San Mateo, London and Paris. Searchmetrics mission is to deliver the knowledge and the platform to successfully increase companies organic and social search traffic. Companies like Siemens, ebay, Verizon, Airbnb, Tripadvisor, T-Mobile, Symantec and Lufthansa trust Searchmetrics.
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Chanelle Harbin is an experienced digital marketing professional leading SEO and ASO strategy at Disney ABC Television Group. As a part of the Audience Development team, Chanelle has supported a variety of marketing initiatives for the Oscars, the Bachelor Fantasy League and various product marketing and fan engagement efforts. With a strong agency background and a strong focus on SEO, she executes digital marketing strategies to maximize video consumption while supporting multiple brands including ABC, Oscars, Freeform and DisneyNOW.
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Thinking Outside the SEM Box
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SEM
Overview
New ad formats, bidding capabilities and targeting possibilities -- it can be hard for SEMs to keep up, much less take advantage of every new opportunity as an advertiser.
In this session, you'll hear out-of-the-box thinking about new platform features that delivered fresh leads, more sales and ROI. Come with your questions -- there will be lots of Q&A for open discussion.
Speakers
Jeff Ferguson
CEO & Founder, Fang Digital Marketing, @fangdigital
Sean Skyllingstad
Performance Marketing Manager, Liftopia, Inc, @sskyllingstad
Claudia Virgilio
GVP of Strategic Partnerships, Kenshoo, @kenshooModerator
SMX West Moderator:
Ginny Marvin is Third Door Media's Associate Editor, assisting with the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.
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Jeff Ferguson is the CEO of Fang Digital Marketing. With over 15 years of online marketing experience, Jeff has led the online marketing efforts for companies such as Hilton Hotels, Kimberly-Clark, InterActiveCorp, Experian, Napster, and Local.com. Jeff has also served as a consultant for renowned clients such as American Airlines, Farmers Insurance, Hilton Hotels, KinderCare, eHarmony, and Toyota.
No stranger to the industry speaking circuits throughout the US, Europe, and Asia, Jeff is a regular presenter at Digital Hollywood, Online Marketing Summit (OMS), Search Marketing Expo (SMX), Consumer Electronics Show (CES), Ad:tech, and Search Engine Strategies (SES), where he also served as a member of the advisory board. Additionally, Jeff has volunteered his time for the Search Engine Marketing Professional Organization (SEMPO) on both the national and regional levels, where he serves as a board member of the Los Angeles chapter.
Jeff can be found on Twitter @fangdigital and @countxero.
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A true west coast native, Sean was born in Washington, grew up in Oregon, and now enjoys his time in California. After several years as a management consultant road warrior, his passion for skiing and need for a creative outlet landed him a spot on Liftopia's marketing team as a performance marketer. While at Liftopia he’s managed migrating all search engine marketing efforts from an agency to in house, as well as implemented a wide breadth of account upgrades. He continues to execute digital marketing strategies to maximize Liftopia’s search marketing presence, and thrives in the constantly changing dynamics of the field.
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Claudia Virgilio has more than 23 years of revenue-generating experience that includes expertise in SAAS and Technology with a focus on SEM, SEO, Social, eCommerce, Consulting and CRM/loyalty channels.
Claudia has been at Kenshoo for over 8 years initially headed up sales efforts with notable deals including Expedia, Hilton, Walmart, Shutterfly, HP, and more. She also led the Agency Team Globally and was been instrumental in developing Kenshoo agency solutions and partnerships. Currently she focuses on Global Strategic Partnerships including Amazon, Oath a Verizon Company, SAP, IBM and new emerging partnerships. Prior to Kenshoo, Claudia lead West Coast Sales for Performics/DoubleClick/Google/Publicis for 7 years, managing a team and instrumental in building the Western region, including accounts like HP, Patagonia, Norm Thompson, Safeway, Wells Fargo, Walmart, Disney, Countrywide, Adidas and more. Claudia has also held sales positions at Xpedite, Netcentives, Creditland, and Naviant.
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Man + Machine: The Exploding Brave New Universe For Today's Online Marketers
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Digital Marketing
Overview
Now, more than ever, human creativity and insight are needed to direct an ever-expanding myriad of technologies such as artificial intelligence, machine learning, data science, business automation, creative scripting and chatbots. The role of the modern search marketer is changing as rapidly as the advancements in marketing technology.
Join our panel -- featuring a seasoned content marketer, a veteran PPC analyst and an analytics guru -- for a deep dive into the role machines and humans play in modern marketing. In this advanced-level session, you'll get insights into the realities search marketers face with technologies using machine learning/AI-enabled platforms. You'll also learn tactics to address the most pressing challenges you face today, and how to prepare for what's next to ensure conversions -- and survival -- in this "age of the machines."
Speakers
Merry Morud
Social Advertising Director, aimClear, @MerryMorud
Karen Amundson
Founder & CEO, Apiary Digital, @KarenGAmundson
Glyn Powditch
Co-Founder & CTO, Dream Agility, @judobjjModerator
SMX West Moderator:
Michelle Robbins, former SVP Content & Marketing Technology, oversaw editorial direction as Editor in Chief for Third Door Media's digital publications, MarTech Today, Search Engine Land, and Marketing Land directing a full-time staff of reporters and editors managing contributed content. She was responsible for developing the content strategy across all properties and aligning those initiatives with the programming and audience goals for Third Door Media's two leading marketing conference series, Search Marketing Expo and The MarTech Conference. In addition, Michelle oversaw information technology operations including user experience, mobile strategy, analytics, data management and maintenance of all internal and third-party marketing technology systems utilized by the various business divisions.
An experienced domestic and international keynote and featured speaker, she enjoys connecting with the community at SMX, MarTech and other industry events. Connect with Michelle online at Twitter @MichelleRobbins, and Linkedin.
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Merry is the Social Advertising Director at aimClear® specializing in social media marketing, full-contact Facebook advertising & deep psychographic research. She writes regularly for Search Engine Watch and aimClearblog; and speaks all over the world. Appearances include: keynote at Facebook Congress, the Netherlands; SMX (Advanced, West, East, Social, London, & Sydney), SES (NYC, SFO & Chicago), International Search Summit London 2011, Hero Conf, SearchFest PDX, WebFest Global, and Zenith Social Conference. Merry has also presented multiple Search Marketing Now webcasts on Facebook Advertising, is a ClickZ workshop trainer and presents at aimClear’s® Community Management Master Class and Facebook Marketing Intensive Workshops. Thrives on the ever-changing dynamics of Internet marketing, brilliant & deep red wine, authentic ethnic food, exotic travel, is sustained by strong coffee & resides along the shores of Lake Superior in beautiful Duluth, MN.
SMX West Speaker:
On paper, Karen Amundson might look like your typical marketing professional—a background in “nerding out” with Excel while managing Fortune 500 paid search campaigns; a position at a San Francisco B2B SaaS startup. But, there’s more than meets the eye.
Karen quit her job to travel the globe while picking up some remote consulting work, courtesy of supportive former colleagues. In the process of hitchhiking on mail trucks to work on New Zealand dairy farms, and tagging along with NGO workers to schools in a mangrove-ladened remote region of Bangladesh, Karen was exposed to relentless ingenuity and creativity which inspired her entrepreneurial thinking as she grew her consulting work from a solo endeavor into founding Apiary Digital, a collective of experienced professionals with backgrounds from brands like Google, Facebook, LinkedIn, Twitter, Microsoft, and NASA. Within the first two years, the Apiary collective grew to 20 members responsible for managing multimillion dollar ad campaigns.
The Apiary collective doesn’t just deliver impressive results, such as doubling year-over-year leads for an enterprise B2B technology brand and achieving a 60% year-over-year revenue growth with an improved cost-per-booking for a global travel brand—Karen’s company is also reshaping what a “job” looks like, solidifying a model that enables top-performers to maintain high-impact careers while living out their stories—traveling the world, raising children, pursuing passion projects, and much more. These diverse experiences help fuel a deeper understanding of the audiences Karen and her company strive to captivate in marketing campaigns.
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Glyn Powditch is the Co-Founder & CTO of Dream Agility, a multi award winning, machine learning ad tech platform. A 1st class economist, qualified accountant and MBA, Glyn has spoken on AI & Machine Learning at University of Manchester and instigated several joint academic / commercial partnerships on this subject since 2009. He has also led some of the largest Adwords campaigns in the UK and Europe at Sky Bet, Webuyanycar, and LateRooms / TUI.
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Keyword Research & Copywriting for Search Success
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Boot Camp
Overview
Step one toward achieving SEO success is knowing your message and understanding the search terms being used by your target audience and competitors. Step two is effectively using those keywords in your web pages is the basic building block of search success.
This beginner-level SEO session covers the importance of textual content to search engines and how, with some basic planning, you can create HTML title tags and body copy that works to generate quality search traffic. You'll also learn content optimization best practices and get copywriting tips from one of the search industry's most respected pros.
SMX West Moderator:
Debra Mastaler is Features Editor at Search Engine Land. She is an internationally recognized authority on link building and is an OMCP Certified Link Building Trainer. Based in Washington DC, Debra is also a columnist for Search Engine Land, has written for or been featured in numerous tech publications and is active on the search marketing conference circuit as a speaker and trainer. Debra serves as a judge for the Landy Awards and is the President of Alliance-Link.com. Connect with Debra on Twitter and LinkedIn to stay in touch.
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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:
Founder & CEO, Apiary Digital
@KarenGAmundsonOn paper, Karen Amundson might look like your typical marketing professional—a background in “nerding out” with Excel while managing Fortune 500 paid search campaigns; a position at a San Francisco B2B SaaS startup. But, there’s more than meets the eye.
Karen quit her job to travel the globe while picking up some remote consulting work, courtesy of supportive former colleagues. In the process of hitchhiking on mail trucks to work on New Zealand dairy farms, and tagging along with NGO workers to schools in a mangrove-ladened remote region of Bangladesh, Karen was exposed to relentless ingenuity and creativity which inspired her entrepreneurial thinking as she grew her consulting work from a solo endeavor into founding Apiary Digital, a collective of experienced professionals with backgrounds from brands like Google, Facebook, LinkedIn, Twitter, Microsoft, and NASA. Within the first two years, the Apiary collective grew to 20 members responsible for managing multimillion dollar ad campaigns.
The Apiary collective doesn’t just deliver impressive results, such as doubling year-over-year leads for an enterprise B2B technology brand and achieving a 60% year-over-year revenue growth with an improved cost-per-booking for a global travel brand—Karen’s company is also reshaping what a “job” looks like, solidifying a model that enables top-performers to maintain high-impact careers while living out their stories—traveling the world, raising children, pursuing passion projects, and much more. These diverse experiences help fuel a deeper understanding of the audiences Karen and her company strive to captivate in marketing campaigns.
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Co-Founder & CTO, Dream Agility
@judobjjGlyn Powditch is the Co-Founder & CTO of Dream Agility, a multi award winning, machine learning ad tech platform. A 1st class economist, qualified accountant and MBA, Glyn has spoken on AI & Machine Learning at University of Manchester and instigated several joint academic / commercial partnerships on this subject since 2009. He has also led some of the largest Adwords campaigns in the UK and Europe at Sky Bet, Webuyanycar, and LateRooms / TUI.
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Bridging the Online and Offline Worlds
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Classroom
Presented by:
Overview
Successful digital marketing in 2018 means much more than just driving performance from your website. As mobile-first consumers move easily between online and offline channels, it's critical to optimize your digital campaigns to assist them at every relevant touchpoint. Join us as we deep dive into Google's latest offerings for local, calls and messaging to help you improve omni-channel performance.
SMX West Moderator:
Features Editor, Search Engine Land
@debramastalerDebra Mastaler is Features Editor at Search Engine Land. She is an internationally recognized authority on link building and is an OMCP Certified Link Building Trainer. Based in Washington DC, Debra is also a columnist for Search Engine Land, has written for or been featured in numerous tech publications and is active on the search marketing conference circuit as a speaker and trainer. Debra serves as a judge for the Landy Awards and is the President of Alliance-Link.com. Connect with Debra on Twitter and LinkedIn to stay in touch.
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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.
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Founder & CEO, Apiary Digital
@KarenGAmundsonOn paper, Karen Amundson might look like your typical marketing professional—a background in “nerding out” with Excel while managing Fortune 500 paid search campaigns; a position at a San Francisco B2B SaaS startup. But, there’s more than meets the eye.
Karen quit her job to travel the globe while picking up some remote consulting work, courtesy of supportive former colleagues. In the process of hitchhiking on mail trucks to work on New Zealand dairy farms, and tagging along with NGO workers to schools in a mangrove-ladened remote region of Bangladesh, Karen was exposed to relentless ingenuity and creativity which inspired her entrepreneurial thinking as she grew her consulting work from a solo endeavor into founding Apiary Digital, a collective of experienced professionals with backgrounds from brands like Google, Facebook, LinkedIn, Twitter, Microsoft, and NASA. Within the first two years, the Apiary collective grew to 20 members responsible for managing multimillion dollar ad campaigns.
The Apiary collective doesn’t just deliver impressive results, such as doubling year-over-year leads for an enterprise B2B technology brand and achieving a 60% year-over-year revenue growth with an improved cost-per-booking for a global travel brand—Karen’s company is also reshaping what a “job” looks like, solidifying a model that enables top-performers to maintain high-impact careers while living out their stories—traveling the world, raising children, pursuing passion projects, and much more. These diverse experiences help fuel a deeper understanding of the audiences Karen and her company strive to captivate in marketing campaigns.
SMX West Speaker:
Co-Founder & CTO, Dream Agility
@judobjjGlyn Powditch is the Co-Founder & CTO of Dream Agility, a multi award winning, machine learning ad tech platform. A 1st class economist, qualified accountant and MBA, Glyn has spoken on AI & Machine Learning at University of Manchester and instigated several joint academic / commercial partnerships on this subject since 2009. He has also led some of the largest Adwords campaigns in the UK and Europe at Sky Bet, Webuyanycar, and LateRooms / TUI.
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SEO For Google's Mobile-First Index & Mobile-Friendly World
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SEO
Overview
Google is now using a mobile first index based on how devices crawl the web. It's a radical change from the old desktop-centric approach. And the change has major ramifications for SEOs.
In this session, you'll learn techniques for performing an audit in a mobile-first world to ensure that content, links, metadata and structured data are compliant, regardless of how users access your site.
Speakers
Leslie To
Director of SEO, 3Q Digital, @itsleslieto
Cindy Krum
CEO, MobileMoxie, @suzzicksModerator
SMX West Moderator:
Barry Schwartz is Search Engine Land's News Editor and owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on very advanced SEM topics. Barry's personal blog is named Cartoon Barry and he can be followed on Twitter here. For more background information on Barry, see his full bio over here.
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Leslie To, Director of SEO for 3Q Digital, spends her most of her time digging around in Google Analytics. Her career in SEO kicked off in 2011 with iSearch Media, She has worked with a wide range of clients, including RelaxTheBack and California Closets, and has years of experience applying advanced analytics in optimization strategy.
SMX West Speaker:
Cindy Krum, CEO & Founder of MobileMoxie is a highly sought after conference speaker, presenting and training in-house teams throughout the US and around the world. She also serves as faculty at Rutgers University, teaching mobile marketing in a Digital Mini-MBA program, and soon, a dedicated semester-long mobile marketing course. People describe Cindy's training style as personable, engaging and action oriented. She uses real world examples and engages the audience with their own mobile devices.
Cindy's book, Mobile marketing: Finding your customers no matter where they are, by Que Publishing is a top-rated mobile marketing book available in most book stores and on Amazon.com. It is also used as core curriculum and required reading in university-level classes across the United States.
SMX West Speaker:
Co-Founder & CTO, Dream Agility
@judobjjGlyn Powditch is the Co-Founder & CTO of Dream Agility, a multi award winning, machine learning ad tech platform. A 1st class economist, qualified accountant and MBA, Glyn has spoken on AI & Machine Learning at University of Manchester and instigated several joint academic / commercial partnerships on this subject since 2009. He has also led some of the largest Adwords campaigns in the UK and Europe at Sky Bet, Webuyanycar, and LateRooms / TUI.
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The Art & Science Of Crafting Successful Ads
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SEM
Overview
With all the options available in Adwords and Bing Ads, creating simple, effective creative has never been so complex. In this session, you'll learn both the art and the mechanics of crafting great online ads.
You'll get insights and learn how to:
- write creative copy that works.
- assemble ad formats, extensions and targeting options for greatest potency.
- design and deploy display ads of every shape and size.
- use automation for greater scale and messaging precision.
Speakers
Adam Proehl
Partner & Co-Founder, NordicClick Interactive Corporation, @adamproehl
Andrew Goodman
Founder & President, Page Zero Media, @andrew_goodman
Casey Wilson
Vice President of Digital Media, Chacka Marketing, @ChackaMarketingModerator
SMX West Moderator:
Matt Van Wagner is a seasoned sales and marketing professional specializing in paid and local search engine marketing strategies for small and medium-sized companies in the United States and Canada. An award-winning speaker whose presentations are usually as entertaining as they are informative, Matt has been a popular speaker at SMX and other search conferences. Matt is President and founder of Find Me Faster a search engine marketing firm based in Nashua, NH. He is a member of SEMNE (Search Engine Marketing New England), and SEMPO, the Search Engine Marketing Professionals Organization as a member and contributing courseware developer for the SEMPO Institute. Matt writes occasionally on internet, search engines and technology topics for IMedia, The NH Business Review and other publications and served as technical editor for Andrew Goodman's "Winning Results with Google AdWords" and Mona Elesseily's "Yahoo! Search Marketing Handbook." Matt is a graduate of St Lawrence University, Canton NY (BS Economics) with an M.B.A. from Rivier College, Nashua, NH.
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Adam is a partner at NordicClick Interactive, a 25 person Digital Marketing agency in Minneapolis. He's an 19 year veteran of the online marketing world who cut his teeth working for Digital River (a global e-commerce provider) in the late 90's. He spent almost nine years there working on such clients as Symantec, Autodesk, Motorola, and Connectix.
Adam has spoken at several industry conferences over the last few years including SES, SMX, Pubcon, OMS, B2B, eMetrics, MN Search, and MDMA. He is also a past instructor at the Online Marketing Institute and the University of San Francisco.
When he’s not working, Adam loves spending quality time outdoors with his family (especially on the water), driving (and fixing) his ‘67 Mustang convertible, doing house projects, and reading. He is also the dad who can be found in the summer telling his kids to “get outside! You’ll have all winter to park your butts in front of the TV!” is a seasoned online marketing executive who has a passion for helping clients use online channels to grow their business. As a practical marketer, his ability to get at the heart of the core business issues, establish measurable goals, and map the appropriate online tactics to further those objectives has served his clients well.
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Andrew is founder and President of Toronto-based Page Zero Media, a full-service marketing agency founded in 2000. Page Zero manages clients' paid search campaigns; full service organic search "Findability" from SEO audit through content strategy; display advertising, and other forms of effective audience targeting. Clients include fast-growth companies (eg. Well.ca) and recognized brands alike. He is author of Winning Results with Google AdWords (McGraw-Hill, 2nd ed., 2008); and a co-founder and longtime board member of HomeStars, a consumer review site that recently reached #71 on PROFIT mag's Profit 500. His current goals include improving Page Zero's "inbound strategy" and authoring new tools.
SMX West Speaker:
A performance-driven, global digital marketer with more than 10 years’ experience, Casey Wilson has provided thought-leadership of varying scale in a notoriously agile industry. Hired as the second employee at Chacka Marketing, today Casey serves as Vice President of Digital Media, overseeing global digital media planning and buying. Joining Chacka in its infancy, Casey has been cast in varied, heterogeneous roles responsible for new client onboarding, digital campaign management, client relationship management and new business development over the course of her tenure.
Prior to joining Chacka, Casey worked at Acquirgy, Inc. (formerly SendTec, Inc.), a direct response media firm in St. Petersburg, Fla. Hired as an SEM Launch Manager, Casey quickly ascended the ranks and consummated her time there as the SEM Supervisor of Performance Consulting and Development. In this role, Casey was responsible for paid search performance of the agency’s client portfolio, including SMBs and large digital advertising enterprises across verticals.
Casey graduated Summa Cum Laude with a Bachelor of Arts in Journalism from Eckerd College in 2003, and double minor in Creative Writing and Human Development. In 2009, Casey completed her Master of Art’s Degree in Management and Leadership from Webster University.
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How Cisco Harnesses The Power Of SEO For Digital Transformation
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Track
Digital Marketing
Overview
Customers and businesses are constantly evolving, which means your website has to intelligently adapt to stay relevant and to deliver an optimal experience.
In this session, you'll learn how Cisco.com is leveraging SEO best practices, data and customer insights to transform its global site infrastructure. You'll see how the team focuses on technical implementation, conducts effective customer research and marshals digital capabilities to construct the relevant, personalized experience Cisco's customer are seeking.
Speakers
Laura Ann Mitchell
Director of Digital, Cisco Systems, Inc.
Ken Shults
VP of Strategic Innovation, BrightEdgeModerator
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:
Laura Ann Mitchell
Director of Digital, Cisco Systems, Inc.
Laura Mitchell heads the Cisco.com digital marketing team responsible for architecting customer focused digital experiences leveraging SEO, Data insights, UX/IA & Content Strategy. Prior to Cisco, Laura managed the Intel.com team and was the sole global SEO strategist for over nine years where she developed the centralized SEO global program. Laura has spearheaded site migrations, new content intent models, new SEO executions relative to mobile, content and process localization all leveraging search best practices and search insights data. She was recently named “50 Top Rising Stars in Digital”. Laura currently resides in Chandler, Arizona.
SMX West Speaker:
Ken Shults
VP of Strategic Innovation, BrightEdge
Ken Shults is VP of Strategic Innovation at BrightEdge where he partners with clients to identify what’s next in digital marketing and ensure that the BrightEdge platform helps lead the way. Ken has more than 10 years’ experience as an Enterprise SEO and Content Strategy consultant focused on helping global enterprise companies make the organizational and workflow changes needed to drive success with the philosophy that – SEO is not something you do. It is what happens when you do everything else right.
SMX West Speaker:
Vice President of Digital Media, Chacka Marketing
@ChackaMarketingA performance-driven, global digital marketer with more than 10 years’ experience, Casey Wilson has provided thought-leadership of varying scale in a notoriously agile industry. Hired as the second employee at Chacka Marketing, today Casey serves as Vice President of Digital Media, overseeing global digital media planning and buying. Joining Chacka in its infancy, Casey has been cast in varied, heterogeneous roles responsible for new client onboarding, digital campaign management, client relationship management and new business development over the course of her tenure.
Prior to joining Chacka, Casey worked at Acquirgy, Inc. (formerly SendTec, Inc.), a direct response media firm in St. Petersburg, Fla. Hired as an SEM Launch Manager, Casey quickly ascended the ranks and consummated her time there as the SEM Supervisor of Performance Consulting and Development. In this role, Casey was responsible for paid search performance of the agency’s client portfolio, including SMBs and large digital advertising enterprises across verticals.
Casey graduated Summa Cum Laude with a Bachelor of Arts in Journalism from Eckerd College in 2003, and double minor in Creative Writing and Human Development. In 2009, Casey completed her Master of Art’s Degree in Management and Leadership from Webster University.
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Spotting New Trends First: Competitive Intelligence Lessons From Investing.com
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Track
Digital Marketing
Overview
Interest in Bitcoin and other cryptocurrencies has exploded during the past year, and Investing.com was quick to spot the trend, pivoting its search marketing efforts to ride the global wave of interest. In this session, learn how Investing.com's refocused online marketing efforts resulted in huge increases in traffic, new users, new links and app downloads, and how you can apply the competitive intelligence lessons learned to your own marketing campaigns.
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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Igal Stolpner is the Head of Growth & Marketing at Investing.com, a global financial markets platform in 25 different languages. Igal was the company's first employee when it was founded in 2007 and managed the SEO team until 2014.
Today, Igal's department runs Investing.com's International SEO, Web Analytics, Product and Mobile Marketing, Social Media and PR. Additionally, Igal's experience includes eCommerce SEO, SEM, and Affiliate Marketing.
SMX West Speaker:
VP of Strategic Innovation, BrightEdge
Ken Shults is VP of Strategic Innovation at BrightEdge where he partners with clients to identify what’s next in digital marketing and ensure that the BrightEdge platform helps lead the way. Ken has more than 10 years’ experience as an Enterprise SEO and Content Strategy consultant focused on helping global enterprise companies make the organizational and workflow changes needed to drive success with the philosophy that – SEO is not something you do. It is what happens when you do everything else right.
SMX West Speaker:
Vice President of Digital Media, Chacka Marketing
@ChackaMarketingA performance-driven, global digital marketer with more than 10 years’ experience, Casey Wilson has provided thought-leadership of varying scale in a notoriously agile industry. Hired as the second employee at Chacka Marketing, today Casey serves as Vice President of Digital Media, overseeing global digital media planning and buying. Joining Chacka in its infancy, Casey has been cast in varied, heterogeneous roles responsible for new client onboarding, digital campaign management, client relationship management and new business development over the course of her tenure.
Prior to joining Chacka, Casey worked at Acquirgy, Inc. (formerly SendTec, Inc.), a direct response media firm in St. Petersburg, Fla. Hired as an SEM Launch Manager, Casey quickly ascended the ranks and consummated her time there as the SEM Supervisor of Performance Consulting and Development. In this role, Casey was responsible for paid search performance of the agency’s client portfolio, including SMBs and large digital advertising enterprises across verticals.
Casey graduated Summa Cum Laude with a Bachelor of Arts in Journalism from Eckerd College in 2003, and double minor in Creative Writing and Human Development. In 2009, Casey completed her Master of Art’s Degree in Management and Leadership from Webster University.
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Link Building Fundamentals
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SEO -
Track
Boot Camp
Overview
Link building is a foundational skill for all SEOs. And though link building may sound easy, it's a subtle art with land mines and traps awaiting those who aren't careful.
In this beginner-level SEO session, you'll learn how to solicit and secure quality links, how to craft anchor text to build authority and how to avoid commonplace mistakes that will hurt your web credibility and search engine rankings, potentially even resulting in a penalty.
SMX West Moderator:
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.
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SMX West Speaker:
Debra Mastaler is Features Editor at Search Engine Land. She is an internationally recognized authority on link building and is an OMCP Certified Link Building Trainer. Based in Washington DC, Debra is also a columnist for Search Engine Land, has written for or been featured in numerous tech publications and is active on the search marketing conference circuit as a speaker and trainer. Debra serves as a judge for the Landy Awards and is the President of Alliance-Link.com. Connect with Debra on Twitter and LinkedIn to stay in touch.
SMX West Speaker:
VP of Strategic Innovation, BrightEdge
Ken Shults is VP of Strategic Innovation at BrightEdge where he partners with clients to identify what’s next in digital marketing and ensure that the BrightEdge platform helps lead the way. Ken has more than 10 years’ experience as an Enterprise SEO and Content Strategy consultant focused on helping global enterprise companies make the organizational and workflow changes needed to drive success with the philosophy that – SEO is not something you do. It is what happens when you do everything else right.
SMX West Speaker:
Vice President of Digital Media, Chacka Marketing
@ChackaMarketingA performance-driven, global digital marketer with more than 10 years’ experience, Casey Wilson has provided thought-leadership of varying scale in a notoriously agile industry. Hired as the second employee at Chacka Marketing, today Casey serves as Vice President of Digital Media, overseeing global digital media planning and buying. Joining Chacka in its infancy, Casey has been cast in varied, heterogeneous roles responsible for new client onboarding, digital campaign management, client relationship management and new business development over the course of her tenure.
Prior to joining Chacka, Casey worked at Acquirgy, Inc. (formerly SendTec, Inc.), a direct response media firm in St. Petersburg, Fla. Hired as an SEM Launch Manager, Casey quickly ascended the ranks and consummated her time there as the SEM Supervisor of Performance Consulting and Development. In this role, Casey was responsible for paid search performance of the agency’s client portfolio, including SMBs and large digital advertising enterprises across verticals.
Casey graduated Summa Cum Laude with a Bachelor of Arts in Journalism from Eckerd College in 2003, and double minor in Creative Writing and Human Development. In 2009, Casey completed her Master of Art’s Degree in Management and Leadership from Webster University.
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An Inside Look at Google Attribution
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-
Track
Classroom
Presented by:
Overview
Google Attribution is a new product to answer the question that has challenged marketers for ages, "Is my marketing working?" Google Attribution makes it possible for every marketer to measure the impact of their marketing across devices and across channels -- all in one place. Come hear from Google about how why attribution matters and how you can get started using attribution to improve your marketing.
SMX West Moderator:
President, KeyRelevance
@keyrelevanceChristine 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 Co-Moderator:
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SMX West Speaker:
Debra Mastaler is Features Editor at Search Engine Land. She is an internationally recognized authority on link building and is an OMCP Certified Link Building Trainer. Based in Washington DC, Debra is also a columnist for Search Engine Land, has written for or been featured in numerous tech publications and is active on the search marketing conference circuit as a speaker and trainer. Debra serves as a judge for the Landy Awards and is the President of Alliance-Link.com. Connect with Debra on Twitter and LinkedIn to stay in touch.
SMX West Speaker:
VP of Strategic Innovation, BrightEdge
Ken Shults is VP of Strategic Innovation at BrightEdge where he partners with clients to identify what’s next in digital marketing and ensure that the BrightEdge platform helps lead the way. Ken has more than 10 years’ experience as an Enterprise SEO and Content Strategy consultant focused on helping global enterprise companies make the organizational and workflow changes needed to drive success with the philosophy that – SEO is not something you do. It is what happens when you do everything else right.
SMX West Speaker:
Vice President of Digital Media, Chacka Marketing
@ChackaMarketingA performance-driven, global digital marketer with more than 10 years’ experience, Casey Wilson has provided thought-leadership of varying scale in a notoriously agile industry. Hired as the second employee at Chacka Marketing, today Casey serves as Vice President of Digital Media, overseeing global digital media planning and buying. Joining Chacka in its infancy, Casey has been cast in varied, heterogeneous roles responsible for new client onboarding, digital campaign management, client relationship management and new business development over the course of her tenure.
Prior to joining Chacka, Casey worked at Acquirgy, Inc. (formerly SendTec, Inc.), a direct response media firm in St. Petersburg, Fla. Hired as an SEM Launch Manager, Casey quickly ascended the ranks and consummated her time there as the SEM Supervisor of Performance Consulting and Development. In this role, Casey was responsible for paid search performance of the agency’s client portfolio, including SMBs and large digital advertising enterprises across verticals.
Casey graduated Summa Cum Laude with a Bachelor of Arts in Journalism from Eckerd College in 2003, and double minor in Creative Writing and Human Development. In 2009, Casey completed her Master of Art’s Degree in Management and Leadership from Webster University.
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Going All-In On AMP
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SEO -
Track
SEO
Overview
AMP -- Accelerated Mobile Pages -- is no longer an up-and-coming experimental project. It's now integrated into Google's regular results and its use has expanded far beyond publishers; it is now being deployed by retailers and others.
Whether you're just getting started with AMP or are looking to get more from your existing AMP efforts, this session explores the latest developments and what you should do to take advantage of them.
Speakers
Eric Enge
CEO, Stone Temple Consulting
Benu Aggarwal
President & Founder, Milestone, @benuaggarwal
Paul Shapiro
Director of Strategy & Innovation, Catalyst, @fighto
Cheney Tsai
Mobile Solutions Consulting, Google, @cheneytsaiModerator
SMX West Moderator:
Michelle Robbins, former SVP Content & Marketing Technology, oversaw editorial direction as Editor in Chief for Third Door Media's digital publications, MarTech Today, Search Engine Land, and Marketing Land directing a full-time staff of reporters and editors managing contributed content. She was responsible for developing the content strategy across all properties and aligning those initiatives with the programming and audience goals for Third Door Media's two leading marketing conference series, Search Marketing Expo and The MarTech Conference. In addition, Michelle oversaw information technology operations including user experience, mobile strategy, analytics, data management and maintenance of all internal and third-party marketing technology systems utilized by the various business divisions.
An experienced domestic and international keynote and featured speaker, she enjoys connecting with the community at SMX, MarTech and other industry events. Connect with Michelle online at Twitter @MichelleRobbins, and Linkedin.
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SMX West Speaker:
Eric Enge
CEO, Stone Temple Consulting
SMX West Speaker:
Benu Aggarwal, founder and president of Milestone, is an expert in internet marketing strategies for the travel industry. An award-winning internet marketing firm, Milestone is a cutting-edge, interactive agency providing complete internet solutions, from web 2.0 to search engine promotion strategies. Milestone is making a difference on how the travel industry maximizes marketing on the Web, representing over 700 clients worldwide, including major hotel brands and premier resorts. Leading a team of internet marketing specialists, graphic designers, writers, and programmers, Benu works with clients every step of the way to ensure their success.
Benu has penned several articles on Search Engines Marketing, has written the internet marketing handbook "Hotels to HTMLs", and offers speaking expertise on a diversity of topics. With her lighthearted leadership style, technical marketing experience, entrepreneurial spirit, and motivating “can do” attitude, Benu has the ability to communicate technical ideas into tangible practice through step by step instruction. Benu’s speaking engagements are packed with real-life experience and cost effective strategies you can implement right away. Benu has been a speaker for Search Engine Strategies - New York, Chicago, San Jose, SMX, Phocuswright - and several nation wise conferences on travel, search engines and online promotions. Benu was a key speaker in the Pushing Your Profit seminar series sponsored by AMLA and American Express.
SMX West Speaker:
Paul Shapiro is the Director of Strategy and Innovation for Catalyst in Boston. Paul loves to get down and dirty with innovative digital marketing. As an industry thought leader, Paul is frequently featured in key trade publications and invited to speak at industry events. Most recently, Paul has spoken at SEMPO Cities Boston, SMX East, SMX West, and SearchLove. Paul is regularly featured in Search Engine Land, Marketing Land, and other industry news sites. Paul enjoys watching old horror movies, programming, collecting ancient artifacts, and writing about SEO on his blog, Search Wilderness.
SMX West Speaker:
Cheney is a Sr. Solutions Consultant at Google focused on the Mobile Web. He primarily works with Google's top partners as an advocate of Progressive Web Apps, Accelerated Mobile Pages and UX. He's spent time as an engineer at various startups as well as consulting with Deloitte.
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Beyond Text: Mastering Other Ad Formats
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Focus
SEM -
Track
SEM
Overview
Although most advertisers rely heavily on workhorse text ads, a large percentage of available ad impressions are made up by dynamic search ads, responsive ads, Gmail and other ad formats.
In this session, we'll take a deep dive into creating and optimizing these additional ad formats to maximize your campaign performance.
Speakers
Michelle Morgan
Director of Client Services, Clix Marketing, @michellemsem
Joe Martinez
Senior Manager, Paid Media & Community, Granular, @MilwaukeePPC
Todd Mosier
VP of Marketing, Adwerx, @trimbletoddModerator
SMX West Moderator:
Brad Geddes has been involved in PPC since 1998. He is a co-founder of AdAlysis, an ad testing & recommendation platform. Brad is the author of Advanced Google AdWords, the most advanced book ever written about Google's advertising program.
Brad has worked with companies who manage tens of thousands of small PPC accounts and other companies who spend millions on marketing each month. His experience ranges from owning his own agency, to managing a boutique agency, to overseeing programs that were official resellers of Google and Microsoft. Some brands he has worked with include: Amazon, Yahoo, Google, Thomson Reuters, YP.com, Encyclopedia Britannica, and Salesforce.
One of his trademarks has been demystifying the complicated aspects of SEM. Not one to hold secrets, Brad prefers to educate his readers on the various aspects of crafting successful marketing campaigns to ensure the success for all parties involved.
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Michelle Morgan is the Director Client Services at Clix Marketing. She got her start right out of college as an in-house PPC pro in 2010. After developing the fundamental skills for PPC, she wanted to take things to next level. She made the jump to the agency world at Clix in 2012. Since then, she’s expanded her knowledge in all fields needed for PPC: Search, Social, Display, Remarketing, and Analytics. She manages accounts in many different industries and markets, but will always have a soft spot for lead gen.
SMX West Speaker:
Joe Martinez is the Senior Manager of Paid Media and Community for Granular in Milwaukee, Wisconsin. He loves to spend just as much time on marketing psychology and user experience improvement as he does with physical optimization to improve paid search results. In addition to being the main blogger for Granular, he has written for PPC Hero, SEMrush, Leadpages, Optmyzr, and BizTimes Media. He has hosted webinars for SEMrush and recently spoke at Confluence Conference in OKC. In 2016, he was named a Top 5 Rising Star in PPC by PPC Hero.
SMX West Speaker:
Todd Mosier is an experienced marketer, developer, and the VP of Marketing at Adwerx. Melding his technical and creative backgrounds, he leads the amazing marketing team at the rapidly growing startup, which has helped over 100,000 real estate agents and other small businesses achieve their online advertising objectives – usually in just 4 clicks.
Todd is driven to find the intersection between creative design and technical analysis, pushing the limits of marketing tools and automation. In fact, he and his team are likely targeting you with a sophisticated blend of email and digital advertising as you read this.
Along with being a passionately engaged member of his community in Durham, NC, he has traveled to over 50 countries, and is a lapsed polyglot, musician and DevOps engineer.
SMX West Speaker:
Mobile Solutions Consulting, Google
@cheneytsaiCheney is a Sr. Solutions Consultant at Google focused on the Mobile Web. He primarily works with Google's top partners as an advocate of Progressive Web Apps, Accelerated Mobile Pages and UX. He's spent time as an engineer at various startups as well as consulting with Deloitte.
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Using Search Ads & Social To Deliver The Ultimate Knockout Punch
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Track
Digital Marketing
Overview
SEM practitioners and strategists are ideally suited to master the growing complexity of search and social media advertising -- and use them in concert. Tackling social requires similar thinking and detailed execution to get positive results.
In this intermediate level session, you'll learn how to apply your hard-earned SEM expertise to marrying search and social media advertising, creating the ultimate combination of push and pull.
Speakers
Caitlin Jeansonne
Social Media Director, MMI Agency, @QCait
Amanda Farley
Partner, SS Digital Media, @afriedtModerator
SMX West Moderator:
Ginny Marvin is Third Door Media's Associate Editor, assisting with the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.
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Caitlin Jeansonne is Social Media Director at MMI Agency in Houston, Texas. Caitlin specializes in strategic paid social media programs for clients in a variety of B2B and B2C industries. With more than 10 years of focus on digital strategy, Caitlin's past experience includes SEO/SEM, social media management, and user experience roles. In 2008, Caitlin served as the strategy lead on the relaunch of Southwest Airlines' blog, "Nuts About Southwest," which was named Best Corporate Blog in the Platinum PR Awards for 2008 and 2009. Caitlin has been published in Marketing Land and The Public Relations Strategist, and has spoken to groups that have included the NTEN Nonpro?t Technology Conference, Pubcon Social Media and Optimization Summit, and to students as a guest lecturer at her alma mater Texas A&M University.
SMX West Speaker:
AJ runs and consults for the world's top LinkedIn advertising accounts. He fell in love with LinkedIn advertising back in 2011, and left his job to found B2Linked.com in 2014. He loves to help B2B companies make the most of the LinkedIn for recruiting and lead generation. He's an exotic car nut and a triathlete. He lives in Utah with his wife and 4 kids.
SMX West Speaker:
I wear many hats, but my favorite hat is helping grow and nurture the SS Digital team and partners. I am one of three partners at my integrated digital marketing and advertising agency in Michigan. I lead our top accounts in communicating client visions, developing specific, measurable campaign objectives and establishing integrated marketing plans. I also enjoy educating others through speaking engagements and workshops.
SMX West Speaker:
Mobile Solutions Consulting, Google
@cheneytsaiCheney is a Sr. Solutions Consultant at Google focused on the Mobile Web. He primarily works with Google's top partners as an advocate of Progressive Web Apps, Accelerated Mobile Pages and UX. He's spent time as an engineer at various startups as well as consulting with Deloitte.
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Fundamentals of SEM
Close-
Focus
SEM -
Track
Boot Camp
Overview
With searchers turning to Google and Bing more than 5 billion times every day, search advertising (SEM) enables you to effectively generate quality traffic on an efficient cost-per-click (CPC) basis.
This beginner-level session covers the basics of how to purchase ads from the major search engines, including best practices for achieving success and profitability.
SMX West Moderator:
Matt Van Wagner is a seasoned sales and marketing professional specializing in paid and local search engine marketing strategies for small and medium-sized companies in the United States and Canada. An award-winning speaker whose presentations are usually as entertaining as they are informative, Matt has been a popular speaker at SMX and other search conferences. Matt is President and founder of Find Me Faster a search engine marketing firm based in Nashua, NH. He is a member of SEMNE (Search Engine Marketing New England), and SEMPO, the Search Engine Marketing Professionals Organization as a member and contributing courseware developer for the SEMPO Institute. Matt writes occasionally on internet, search engines and technology topics for IMedia, The NH Business Review and other publications and served as technical editor for Andrew Goodman's "Winning Results with Google AdWords" and Mona Elesseily's "Yahoo! Search Marketing Handbook." Matt is a graduate of St Lawrence University, Canton NY (BS Economics) with an M.B.A. from Rivier College, Nashua, NH.
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SMX West Speaker:
Matt Van Wagner is a seasoned sales and marketing professional specializing in paid and local search engine marketing strategies for small and medium-sized companies in the United States and Canada. An award-winning speaker whose presentations are usually as entertaining as they are informative, Matt has been a popular speaker at SMX and other search conferences. Matt is President and founder of Find Me Faster a search engine marketing firm based in Nashua, NH. He is a member of SEMNE (Search Engine Marketing New England), and SEMPO, the Search Engine Marketing Professionals Organization as a member and contributing courseware developer for the SEMPO Institute. Matt writes occasionally on internet, search engines and technology topics for IMedia, The NH Business Review and other publications and served as technical editor for Andrew Goodman's "Winning Results with Google AdWords" and Mona Elesseily's "Yahoo! Search Marketing Handbook." Matt is a graduate of St Lawrence University, Canton NY (BS Economics) with an M.B.A. from Rivier College, Nashua, NH.
SMX West Speaker:
LinkedIn Ads Evangelist, B2 Linked
@wilcoxajAJ runs and consults for the world's top LinkedIn advertising accounts. He fell in love with LinkedIn advertising back in 2011, and left his job to found B2Linked.com in 2014. He loves to help B2B companies make the most of the LinkedIn for recruiting and lead generation. He's an exotic car nut and a triathlete. He lives in Utah with his wife and 4 kids.
SMX West Speaker:
Partner, SS Digital Media
@afriedtI wear many hats, but my favorite hat is helping grow and nurture the SS Digital team and partners. I am one of three partners at my integrated digital marketing and advertising agency in Michigan. I lead our top accounts in communicating client visions, developing specific, measurable campaign objectives and establishing integrated marketing plans. I also enjoy educating others through speaking engagements and workshops.
SMX West Speaker:
Mobile Solutions Consulting, Google
@cheneytsaiCheney is a Sr. Solutions Consultant at Google focused on the Mobile Web. He primarily works with Google's top partners as an advocate of Progressive Web Apps, Accelerated Mobile Pages and UX. He's spent time as an engineer at various startups as well as consulting with Deloitte.
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SMX West Plus Session Presenter:
AdWords in 2018: Audiences, Ads and Smart Bidding
Close-
Focus
-
Track
Classroom
Presented by:
Overview
The one constant in AdWords is change. Across audiences, ads and bidding, things have been changing in 2018. Come hear some common sense advice, both old and new, directly from Googlers about how to make the most of this ever-changing platform.
SMX West Moderator:
President, Find Me Faster
@mvanwagnerMatt Van Wagner is a seasoned sales and marketing professional specializing in paid and local search engine marketing strategies for small and medium-sized companies in the United States and Canada. An award-winning speaker whose presentations are usually as entertaining as they are informative, Matt has been a popular speaker at SMX and other search conferences. Matt is President and founder of Find Me Faster a search engine marketing firm based in Nashua, NH. He is a member of SEMNE (Search Engine Marketing New England), and SEMPO, the Search Engine Marketing Professionals Organization as a member and contributing courseware developer for the SEMPO Institute. Matt writes occasionally on internet, search engines and technology topics for IMedia, The NH Business Review and other publications and served as technical editor for Andrew Goodman's "Winning Results with Google AdWords" and Mona Elesseily's "Yahoo! Search Marketing Handbook." Matt is a graduate of St Lawrence University, Canton NY (BS Economics) with an M.B.A. from Rivier College, Nashua, NH.
SMX West Co-Moderator:
,
SMX West Speaker:
Matt Van Wagner is a seasoned sales and marketing professional specializing in paid and local search engine marketing strategies for small and medium-sized companies in the United States and Canada. An award-winning speaker whose presentations are usually as entertaining as they are informative, Matt has been a popular speaker at SMX and other search conferences. Matt is President and founder of Find Me Faster a search engine marketing firm based in Nashua, NH. He is a member of SEMNE (Search Engine Marketing New England), and SEMPO, the Search Engine Marketing Professionals Organization as a member and contributing courseware developer for the SEMPO Institute. Matt writes occasionally on internet, search engines and technology topics for IMedia, The NH Business Review and other publications and served as technical editor for Andrew Goodman's "Winning Results with Google AdWords" and Mona Elesseily's "Yahoo! Search Marketing Handbook." Matt is a graduate of St Lawrence University, Canton NY (BS Economics) with an M.B.A. from Rivier College, Nashua, NH.
SMX West Speaker:
LinkedIn Ads Evangelist, B2 Linked
@wilcoxajAJ runs and consults for the world's top LinkedIn advertising accounts. He fell in love with LinkedIn advertising back in 2011, and left his job to found B2Linked.com in 2014. He loves to help B2B companies make the most of the LinkedIn for recruiting and lead generation. He's an exotic car nut and a triathlete. He lives in Utah with his wife and 4 kids.
SMX West Speaker:
Partner, SS Digital Media
@afriedtI wear many hats, but my favorite hat is helping grow and nurture the SS Digital team and partners. I am one of three partners at my integrated digital marketing and advertising agency in Michigan. I lead our top accounts in communicating client visions, developing specific, measurable campaign objectives and establishing integrated marketing plans. I also enjoy educating others through speaking engagements and workshops.
SMX West Speaker:
Mobile Solutions Consulting, Google
@cheneytsaiCheney is a Sr. Solutions Consultant at Google focused on the Mobile Web. He primarily works with Google's top partners as an advocate of Progressive Web Apps, Accelerated Mobile Pages and UX. He's spent time as an engineer at various startups as well as consulting with Deloitte.
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4:30 PM-4:45 PM
Break
AMP: Do Or Die?
Close-
Focus
SEO -
Track
SEO
Overview
Google has doubled down on Accelerated Mobile Pages (AMP), pushing site owners in every business vertical to convert their sites to support the specification. The company justifies its support of AMP with multiple case studies showing significant gains in traffic and conversions.
But there's another side of the story. We asked the readers of Search Engine Land about AMP adoption, the benefits and drawbacks of implementing and the difficulty of implementation. The results from our exclusive research indicate adoption is not widespread. To understand why, hear about our panelists' experiences with AMP. You'll get insights from a technical SEO as well as from representatives of a large publisher and an e-commerce site. This session is for all search marketers with intermediate and above experience.
Speakers
Patrick Stox
SEO Specialist, IBM, @patrickstox
Pete Dainty
Global Head of SEO, eBay
Dave McAnally
Head of Content Orchestration, Resolution Media, @dave_mcanallyModerator
SMX West Moderator:
Michelle Robbins, former SVP Content & Marketing Technology, oversaw editorial direction as Editor in Chief for Third Door Media's digital publications, MarTech Today, Search Engine Land, and Marketing Land directing a full-time staff of reporters and editors managing contributed content. She was responsible for developing the content strategy across all properties and aligning those initiatives with the programming and audience goals for Third Door Media's two leading marketing conference series, Search Marketing Expo and The MarTech Conference. In addition, Michelle oversaw information technology operations including user experience, mobile strategy, analytics, data management and maintenance of all internal and third-party marketing technology systems utilized by the various business divisions.
An experienced domestic and international keynote and featured speaker, she enjoys connecting with the community at SMX, MarTech and other industry events. Connect with Michelle online at Twitter @MichelleRobbins, and Linkedin.
SMX West Co-Moderator:
,
SMX West Speaker:
Patrick Stox is a SEO Specialist for IBM. 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:
Pete Dainty
Global Head of SEO, eBay
At eBay, I'm responsible across all markets for everything SEO, Product Pages/Listings, User Reviews & other UGC and Site Architecture as part of the Shopping Experience team (how people find, engage and buy on eBay). I also work closely with our Paid Search teams and Affiliate network which I'll occasionally blog for.
I've been in eBay for >2 years moving over in mid 2015 from Hotels.com/ Expedia where I led SEO there for 5+ years. Previously a designer, e-commerce developer & analyst I've covered a wide range of disciplines but SEO as always been a core discipline for the past 12 years+.
SMX West Speaker:
Dave McAnally serves as the Head of Content Orchestration at Resolution Media, an Omnicom Media Group Company, where he manages a team with members in the San Francisco, New York, Charlotte and Chicago offices. In this role, Dave oversees the development and training for search engine optimization (SEO) in the company, building content strategy solutions to orchestrate content across screens, and works directly with Fortune 500 brands like Disney, GSK and Unilever to execute SEO strategies.
During his ten-year tenure with Resolution, Dave has worked with client teams to grow the SEO practice from less than 5% of the company’s services to nearly 30% of the total revenue with more than 60% of clients employing Resolution Media for both paid and organic services. In addition to overseeing client work and capability development, Dave is a frequent guest speaker for marketing classes at University of Chicago.
SMX West Speaker:
Mobile Solutions Consulting, Google
@cheneytsaiCheney is a Sr. Solutions Consultant at Google focused on the Mobile Web. He primarily works with Google's top partners as an advocate of Progressive Web Apps, Accelerated Mobile Pages and UX. He's spent time as an engineer at various startups as well as consulting with Deloitte.
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Perfect Your SEM Testing: How & Why To Evaluate Everything
Close-
Focus
SEM -
Track
SEM
Overview
Want to write the best ads the world has ever seen, and then prove you've done it?
This session focuses on the process of designing, implementing and measuring the results of search advertising testing. You'll learn what can and cannot be tested, how to design robust tests and the skills to identify all the biases and underlying problems of testing PPC campaigns.
Our panelists will talk about best-practice processes and illustrate with case studies how to design the most effective keyword, bid level, messaging and landing page tests. You'll also get insights into how to test and validate higher-level business questions that you must answer to successfully implement search advertising campaigns.
Speakers
Caitlin Halpert
Growth Engineer, 3Q Digital, @caitlin_halpert
Jared Stier
Senior Paid Media Associate, Red Ventures, @jared_stier
Sergio Cano
Sr. Paid Search & CRO Manager, Wpromote LLC, @ppcmathModerator
SMX West Moderator:
Brad Geddes has been involved in PPC since 1998. He is a co-founder of AdAlysis, an ad testing & recommendation platform. Brad is the author of Advanced Google AdWords, the most advanced book ever written about Google's advertising program.
Brad has worked with companies who manage tens of thousands of small PPC accounts and other companies who spend millions on marketing each month. His experience ranges from owning his own agency, to managing a boutique agency, to overseeing programs that were official resellers of Google and Microsoft. Some brands he has worked with include: Amazon, Yahoo, Google, Thomson Reuters, YP.com, Encyclopedia Britannica, and Salesforce.
One of his trademarks has been demystifying the complicated aspects of SEM. Not one to hold secrets, Brad prefers to educate his readers on the various aspects of crafting successful marketing campaigns to ensure the success for all parties involved.
SMX West Co-Moderator:
,
SMX West Speaker:
Caitlin Halpert is the Growth Engineer at 3Q Digital. She’s responsible for driving growth, efficiency, and new ideas to enable 3Q to best serve current and future clients. She has worked in digital marketing since 2011 and held positions at Dealer.com and iSearchMedia before joining the 3Q team in March 2014. Caitlin graduated from Dartmouth College and is a native of Vermont. Her experience includes management of paid search, paid social, comparison shopping, Amazon Marketing Services, YouTube, and Display. She's worked with a variety of clients from eCommerce to subscription services to B2B lead generation.
Caitlin specializes in data-focused digital marketing experimentation to push past "best practices" to drive the performance for agency clients. As an industry thought leader, she has spoken at HeroConf, SEMpdx, and SMX East, West, and Advanced.
SMX West Speaker:
After graduating NC State with a mechanical engineering degree, Jared made the transition to digital marketing to pursue his true passion. While not wasting the engineering background, Jared approaches digital marketing with the mindset of solving a problem at its root and smallest components, all while keeping the bigger picture in mind. To highlight this approach, Jared developed an automated bidding platform from scratch during his first year at Red Ventures, and is currently leading the proprietary technology’s ongoing initiatives across Red Ventures’ portfolio of Fortune 100 partners. Jared brings a statistical rigor to testing, ensuring that all decisions we’re making are validated, significant and will lead to the optimal results for our businesses.
SMX West Speaker:
Sergio Cano is a Senior Paid Search & CRO Manager at Wpromote, a marketing agency based Los Angeles but spanning 8 offices nationally. Born and raised in Hollywood, CA, he holds dual degrees in Mathematics and Economics from UC Davis and has worked in the digital marketing space for several years. He has worked in several work environments ranging from corporate to small business and has held several positions ranging from Paid Search Manager, SEM Analyst, Marketing Manager, and Online Marketing Manager. Additionally, he has worked with brands such as Verizon Telematics, generating leads, brands such as Macy’s, Kohl’s, Foot Locker, Boost Mobile, Vera Bradley, ShoeBuy (now Shoes.com), and Michael Kors driving top-line affiliate sales across search, and younger brands such as Q-See and TPC Trainco driving sales across all paid search and media channels.
As a Senior Paid Search & CRO Manager, he provides deep data insights and top-line growth for all his accounts and where he goes by the motto: “let’s make every month, the best month ever.” He loves theorizing and devising new search strategies as well as analyzing competitive search result landscape for close study. Once, he added “(Recommended)” into his ad copy and his CTR jumped 316% and other affiliate marketers now adopted this practice. When he isn’t strategizing how he is going to best the previous month, he enjoys baking and creating complex excel spreadsheets to tackle real world problems. You can sometimes find him contributing in the AdWords and PPC Reddit community forums through troubleshooting, providing insights or scripts for PPC.
In 2017, he spoke at Hero Conf in Los Angeles and later in the year he oversaw the account team within Wpromote to win the Landy Award for SEM Agency of the Year.
SMX West Speaker:
Mobile Solutions Consulting, Google
@cheneytsaiCheney is a Sr. Solutions Consultant at Google focused on the Mobile Web. He primarily works with Google's top partners as an advocate of Progressive Web Apps, Accelerated Mobile Pages and UX. He's spent time as an engineer at various startups as well as consulting with Deloitte.
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Local Search: Significant Changes On The Horizon
Close-
Focus
All -
Track
Digital Marketing
Overview
Google has been moving to improve local search on several fronts, and the changes should be embraced by anyone who relies on geotargeting as a primary means of attracting customers. This session will cover an array of crucial topics, from how to take more control over your business-specific information to maximizing impact with local ads - plus probable future changes. Join our expert speakers to explore the rapidly evolving local marketing landscape and how marketers can best leverage new opportunities.
Speakers
Dana DiTomaso
President & Partner, Kick Point Inc., @danaditomaso
David Mihm
Founder, Tidings, @davidmihm
Andy Taylor
Associate Director of Research, Merkle, @PronouncedAhndyModerator
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.
SMX West Co-Moderator:
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SMX West Speaker:
Dana is President & Partner at Kick Point, where she applies marketing into strategies to grow clients' businesses, in particular to ensure that digital and traditional play well together. With her deep experience in digital, Dana can separate real solutions from wastes of time (and budget).
Dana was born in a steel mill but overcame these humble beginnings to move to Edmonton in 2010. In her spare time, Dana is the past-president of the Advertising Club of Edmonton and is the weekly technology columnist on CBC Edmonton AM. She also enjoys drinking fancy beer and yelling at football players.
SMX West Speaker:
David Mihm is first and foremost an advocate for sustainable digital marketing techniques for small businesses. In 2012, he sold his former company GetListed.org to Moz, helping over 3 million businesses get better visibility in the local search engines. He’s a co-founder of the Local University conference series.
David now runs Tidings and his weekly newsletter, Minutive.
SMX West Speaker:
Andy Taylor is Associate Director of Research at Merkle, responsible for analyzing trends across the digital marketing spectrum for best practices and industry commentary. A primary contributor to the Merkle Blog, Dossier, and quarterly Digital Marketing Report, he speaks frequently at industry conferences and events. Prior to digital marketing, Andy worked as an event organizer for a political campaign and dabbled in freelance writing. A graduate of the University of Virginia with a degree in Economics, he likes to spend his free time watching documentaries and selling homemade ice cream sandwiches at farmer's markets with his wife.
SMX West Speaker:
Mobile Solutions Consulting, Google
@cheneytsaiCheney is a Sr. Solutions Consultant at Google focused on the Mobile Web. He primarily works with Google's top partners as an advocate of Progressive Web Apps, Accelerated Mobile Pages and UX. He's spent time as an engineer at various startups as well as consulting with Deloitte.
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Search Engine-Friendly Web Design
Close-
Focus
SEO -
Track
Boot Camp
Overview
Designers and SEOs sometimes clash over the best way to build a site for search engine success. The reality is that search engines are the starting point for most internet users, and if your site is difficult for Google, Bing or other engines to "read," it's not going to be found by human visitors. Striking the right balance is critical for usability, findability and search marketing results.
Attend this beginner-level session to learn how to create search engine-friendly sites that appeal to humans, too!
SMX West Moderator:
Matt Van Wagner is a seasoned sales and marketing professional specializing in paid and local search engine marketing strategies for small and medium-sized companies in the United States and Canada. An award-winning speaker whose presentations are usually as entertaining as they are informative, Matt has been a popular speaker at SMX and other search conferences. Matt is President and founder of Find Me Faster a search engine marketing firm based in Nashua, NH. He is a member of SEMNE (Search Engine Marketing New England), and SEMPO, the Search Engine Marketing Professionals Organization as a member and contributing courseware developer for the SEMPO Institute. Matt writes occasionally on internet, search engines and technology topics for IMedia, The NH Business Review and other publications and served as technical editor for Andrew Goodman's "Winning Results with Google AdWords" and Mona Elesseily's "Yahoo! Search Marketing Handbook." Matt is a graduate of St Lawrence University, Canton NY (BS Economics) with an M.B.A. from Rivier College, Nashua, NH.
SMX West Co-Moderator:
,
SMX West Speaker:
Shari Thurow has optimized, designed, and architected websites since 1995. She is outsourced to many firms worldwide. As a pioneer of search-engine friendly web design, she has a 100% success rate for getting client sites ranked at the top of search engines.
She currently serves on the Editorial Advisory Board of the ASLIB Journal of Information Management. She also served on the Board of Directors of the Information Architecture Institute (IAI) and theUser Experience Professionals Organization (UXPA).
She is the co-author of When Search Meets Web Usability, which shows how to bridge the gap between a search-engine query and your website. She is also the author of Search Engine Visibility, which has been translated into French, Japanese, Korean, Polish, and Russian.
Her doctoral work is in Information Sciences with an emphasis on Human and Computer Interfaces (HCI), including search usability, interaction design, and searcher experience. Shari received her M.A. in Asian Studies/Japanese and B.A. in Genetics and Developmental Biology from University of Illinois.
Omni Marketing Interactive is a full-service search engine optimization (SEO), website usability, information architecture (IA), and UX design firm.
Clients include Huffington Post, Sony Music, ABC News, Home Depot, Fisher-Price, Microsoft, Encyclopedia Britannica, Angie’s List, the National Cancer Institute, Loyola Medicine, and WebMD.
SMX West Speaker:
Founder, Tidings
@davidmihmDavid Mihm is first and foremost an advocate for sustainable digital marketing techniques for small businesses. In 2012, he sold his former company GetListed.org to Moz, helping over 3 million businesses get better visibility in the local search engines. He’s a co-founder of the Local University conference series.
David now runs Tidings and his weekly newsletter, Minutive.
SMX West Speaker:
Associate Director of Research, Merkle
@PronouncedAhndyAndy Taylor is Associate Director of Research at Merkle, responsible for analyzing trends across the digital marketing spectrum for best practices and industry commentary. A primary contributor to the Merkle Blog, Dossier, and quarterly Digital Marketing Report, he speaks frequently at industry conferences and events. Prior to digital marketing, Andy worked as an event organizer for a political campaign and dabbled in freelance writing. A graduate of the University of Virginia with a degree in Economics, he likes to spend his free time watching documentaries and selling homemade ice cream sandwiches at farmer's markets with his wife.
SMX West Speaker:
Mobile Solutions Consulting, Google
@cheneytsaiCheney is a Sr. Solutions Consultant at Google focused on the Mobile Web. He primarily works with Google's top partners as an advocate of Progressive Web Apps, Accelerated Mobile Pages and UX. He's spent time as an engineer at various startups as well as consulting with Deloitte.
SMX West Speaker:
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SMX West Speaker:
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SMX West Plus Session Presenter:
Drive Conversions with Outstanding AdWords Landing Pages
Close-
Focus
-
Track
Classroom
Presented by:
Overview
4:45 - 5:30 PM Drive Conversions with Outstanding AdWords Landing Pages
After working so hard to build your AdWords campaigns, it's crucial to keep customers interested with a great site. One of the biggest optimizations to your AdWords campaign can be improving someone's experience on your site. This session outlines how to give users the best possible experience after clicking an ad by using Google Optimize, improving your site speed, and more.
SMX West Moderator:
President, Find Me Faster
@mvanwagnerMatt Van Wagner is a seasoned sales and marketing professional specializing in paid and local search engine marketing strategies for small and medium-sized companies in the United States and Canada. An award-winning speaker whose presentations are usually as entertaining as they are informative, Matt has been a popular speaker at SMX and other search conferences. Matt is President and founder of Find Me Faster a search engine marketing firm based in Nashua, NH. He is a member of SEMNE (Search Engine Marketing New England), and SEMPO, the Search Engine Marketing Professionals Organization as a member and contributing courseware developer for the SEMPO Institute. Matt writes occasionally on internet, search engines and technology topics for IMedia, The NH Business Review and other publications and served as technical editor for Andrew Goodman's "Winning Results with Google AdWords" and Mona Elesseily's "Yahoo! Search Marketing Handbook." Matt is a graduate of St Lawrence University, Canton NY (BS Economics) with an M.B.A. from Rivier College, Nashua, NH.
SMX West Co-Moderator:
,
SMX West Speaker:
Shari Thurow has optimized, designed, and architected websites since 1995. She is outsourced to many firms worldwide. As a pioneer of search-engine friendly web design, she has a 100% success rate for getting client sites ranked at the top of search engines.
She currently serves on the Editorial Advisory Board of the ASLIB Journal of Information Management. She also served on the Board of Directors of the Information Architecture Institute (IAI) and theUser Experience Professionals Organization (UXPA).
She is the co-author of When Search Meets Web Usability, which shows how to bridge the gap between a search-engine query and your website. She is also the author of Search Engine Visibility, which has been translated into French, Japanese, Korean, Polish, and Russian.
Her doctoral work is in Information Sciences with an emphasis on Human and Computer Interfaces (HCI), including search usability, interaction design, and searcher experience. Shari received her M.A. in Asian Studies/Japanese and B.A. in Genetics and Developmental Biology from University of Illinois.
Omni Marketing Interactive is a full-service search engine optimization (SEO), website usability, information architecture (IA), and UX design firm.
Clients include Huffington Post, Sony Music, ABC News, Home Depot, Fisher-Price, Microsoft, Encyclopedia Britannica, Angie’s List, the National Cancer Institute, Loyola Medicine, and WebMD.
SMX West Speaker:
Founder, Tidings
@davidmihmDavid Mihm is first and foremost an advocate for sustainable digital marketing techniques for small businesses. In 2012, he sold his former company GetListed.org to Moz, helping over 3 million businesses get better visibility in the local search engines. He’s a co-founder of the Local University conference series.
David now runs Tidings and his weekly newsletter, Minutive.
SMX West Speaker:
Associate Director of Research, Merkle
@PronouncedAhndyAndy Taylor is Associate Director of Research at Merkle, responsible for analyzing trends across the digital marketing spectrum for best practices and industry commentary. A primary contributor to the Merkle Blog, Dossier, and quarterly Digital Marketing Report, he speaks frequently at industry conferences and events. Prior to digital marketing, Andy worked as an event organizer for a political campaign and dabbled in freelance writing. A graduate of the University of Virginia with a degree in Economics, he likes to spend his free time watching documentaries and selling homemade ice cream sandwiches at farmer's markets with his wife.
SMX West Speaker:
Mobile Solutions Consulting, Google
@cheneytsaiCheney is a Sr. Solutions Consultant at Google focused on the Mobile Web. He primarily works with Google's top partners as an advocate of Progressive Web Apps, Accelerated Mobile Pages and UX. He's spent time as an engineer at various startups as well as consulting with Deloitte.
SMX West Speaker:
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SMX West Speaker:
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SMX West Speaker:
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SMX West Speaker:
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SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
Powering Your Search With Other Digital Channels
Close-
Focus
-
Track
Solutions
Presented by:
Overview
5:30 - 6:00 PM TBD
Keeping track of today's complex customer journey that spans across search, social and display can be difficult. Come learn how to bring your data across different channels together in one place, and how doing so can help you improve the performance of your Search ads.
SMX West Moderator:
President, Find Me Faster
@mvanwagnerMatt Van Wagner is a seasoned sales and marketing professional specializing in paid and local search engine marketing strategies for small and medium-sized companies in the United States and Canada. An award-winning speaker whose presentations are usually as entertaining as they are informative, Matt has been a popular speaker at SMX and other search conferences. Matt is President and founder of Find Me Faster a search engine marketing firm based in Nashua, NH. He is a member of SEMNE (Search Engine Marketing New England), and SEMPO, the Search Engine Marketing Professionals Organization as a member and contributing courseware developer for the SEMPO Institute. Matt writes occasionally on internet, search engines and technology topics for IMedia, The NH Business Review and other publications and served as technical editor for Andrew Goodman's "Winning Results with Google AdWords" and Mona Elesseily's "Yahoo! Search Marketing Handbook." Matt is a graduate of St Lawrence University, Canton NY (BS Economics) with an M.B.A. from Rivier College, Nashua, NH.
SMX West Co-Moderator:
,
SMX West Speaker:
Shari Thurow has optimized, designed, and architected websites since 1995. She is outsourced to many firms worldwide. As a pioneer of search-engine friendly web design, she has a 100% success rate for getting client sites ranked at the top of search engines.
She currently serves on the Editorial Advisory Board of the ASLIB Journal of Information Management. She also served on the Board of Directors of the Information Architecture Institute (IAI) and theUser Experience Professionals Organization (UXPA).
She is the co-author of When Search Meets Web Usability, which shows how to bridge the gap between a search-engine query and your website. She is also the author of Search Engine Visibility, which has been translated into French, Japanese, Korean, Polish, and Russian.
Her doctoral work is in Information Sciences with an emphasis on Human and Computer Interfaces (HCI), including search usability, interaction design, and searcher experience. Shari received her M.A. in Asian Studies/Japanese and B.A. in Genetics and Developmental Biology from University of Illinois.
Omni Marketing Interactive is a full-service search engine optimization (SEO), website usability, information architecture (IA), and UX design firm.
Clients include Huffington Post, Sony Music, ABC News, Home Depot, Fisher-Price, Microsoft, Encyclopedia Britannica, Angie’s List, the National Cancer Institute, Loyola Medicine, and WebMD.
SMX West Speaker:
Founder, Tidings
@davidmihmDavid Mihm is first and foremost an advocate for sustainable digital marketing techniques for small businesses. In 2012, he sold his former company GetListed.org to Moz, helping over 3 million businesses get better visibility in the local search engines. He’s a co-founder of the Local University conference series.
David now runs Tidings and his weekly newsletter, Minutive.
SMX West Speaker:
Associate Director of Research, Merkle
@PronouncedAhndyAndy Taylor is Associate Director of Research at Merkle, responsible for analyzing trends across the digital marketing spectrum for best practices and industry commentary. A primary contributor to the Merkle Blog, Dossier, and quarterly Digital Marketing Report, he speaks frequently at industry conferences and events. Prior to digital marketing, Andy worked as an event organizer for a political campaign and dabbled in freelance writing. A graduate of the University of Virginia with a degree in Economics, he likes to spend his free time watching documentaries and selling homemade ice cream sandwiches at farmer's markets with his wife.
SMX West Speaker:
Mobile Solutions Consulting, Google
@cheneytsaiCheney is a Sr. Solutions Consultant at Google focused on the Mobile Web. He primarily works with Google's top partners as an advocate of Progressive Web Apps, Accelerated Mobile Pages and UX. He's spent time as an engineer at various startups as well as consulting with Deloitte.
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Sponsored by
6:00 PM - 7:00 PM
Meet the market leading solution providers exhibiting at SMX West, while enjoying a beverage, snacks and networking.
(open to 
pass holders)
7:00 PM-8:00 PM
Community Meetup: Building A Huge Audience for your Small Business Via
Meetup, LinkedIn, Radio and SEO
Room 210E
Full Conference Agenda - Wednesday, March 14th
7:00 AM-9:00 AM
Breakfast/Registration
Optimizing Content For Voice Search & Virtual Assistants
Close-
Focus
SEO -
Track
SEO
Overview
Apple's Siri, Amazon Echo, Microsoft Cortana and Google Home are accelerating the use of voice search. That means forward-thinking SEOs must prepare now 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 when half or more of all queries will be spoken.
Speakers
Benu Aggarwal
President & Founder, Milestone, @benuaggarwal
Arsen Rabinovich
Founder / Director of SEO, TopHatRank.com LLC, @tophatarsen
Jason Douglas
PM Director for Actions on Google, Google, Inc.Moderator
SMX West Moderator:
Greg Sterling is the founding principal of Sterling Market Intelligence, a consulting and research firm focused on online consumer and advertiser behavior and the relationship between the Internet and traditional media, with an emphasis on the local search marketplace.
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Benu Aggarwal, founder and president of Milestone, is an expert in internet marketing strategies for the travel industry. An award-winning internet marketing firm, Milestone is a cutting-edge, interactive agency providing complete internet solutions, from web 2.0 to search engine promotion strategies. Milestone is making a difference on how the travel industry maximizes marketing on the Web, representing over 700 clients worldwide, including major hotel brands and premier resorts. Leading a team of internet marketing specialists, graphic designers, writers, and programmers, Benu works with clients every step of the way to ensure their success.
Benu has penned several articles on Search Engines Marketing, has written the internet marketing handbook "Hotels to HTMLs", and offers speaking expertise on a diversity of topics. With her lighthearted leadership style, technical marketing experience, entrepreneurial spirit, and motivating “can do” attitude, Benu has the ability to communicate technical ideas into tangible practice through step by step instruction. Benu’s speaking engagements are packed with real-life experience and cost effective strategies you can implement right away. Benu has been a speaker for Search Engine Strategies - New York, Chicago, San Jose, SMX, Phocuswright - and several nation wise conferences on travel, search engines and online promotions. Benu was a key speaker in the Pushing Your Profit seminar series sponsored by AMLA and American Express.
SMX West Speaker:
Arsen Rabinovich is the founder of TopHatRank.com LLC, a Los Angeles-based, Search and Social Marketing Agency that specializes in innovative digital marketing techniques for modern brands of all sizes.
In late 2008 Arsen started off as an SEO consultant, hired his first employee in 2009 and formed TopHatRank.com LLC in August of 2010.
The company is now ten people strong with offices in Sherman Oaks and provides services to over 30 clients within a variety of verticals including eCommerce, medical technology, financial services, social networking, local small business, music and entertainment, and technology startups.
Arsen was born in Odessa, Ukraine and immigrated to the US with his family in 1991 at the age of 10. He is a self-proclaimed SEO junkie with a passion for food, animals, science, technology and everything that has to do with digital marketing.
SMX West Speaker:
Jason Douglas
PM Director for Actions on Google, Google, Inc.
Jason has 20+ years of experience building innovative and successful platforms that make users' lives easier by delivering the data & services they need in the way they need it, including Actions on Google for the Google Assistant, Knowledge Graph in Google Search, Freebase for open data in applications, PointCast with personalized news, and Grand Central with cloud-based application integration.
SMX West Speaker:
Mobile Solutions Consulting, Google
@cheneytsaiCheney is a Sr. Solutions Consultant at Google focused on the Mobile Web. He primarily works with Google's top partners as an advocate of Progressive Web Apps, Accelerated Mobile Pages and UX. He's spent time as an engineer at various startups as well as consulting with Deloitte.
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B2B SEM: Meeting Specific Challenges With Really Smart Tactics
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Focus
SEM -
Track
SEM
Overview
Some challenges facing B2B search advertising buyers are unique:
- finding enough search volume on technical, niche keywords
- keeping clear of high volume consumer-oriented keywords
- attributing properly despite long sales cycles and conversions that frequently take place offline
... to mention just to mention a few.
In this session, seasoned B2B SEMs will share their hard-learned strategies and tactics for creating profitable B2B ad campaigns.
Speakers
Sana Ansari
General Manager, 3Q Accelerate, @3QDigital
Robert Brady
Founder, Righteous Marketing, @robert_brady
Dave Rigotti
VP of Marketing, Bizible, @drigottiModerator
SMX West Moderator:
Brad Geddes has been involved in PPC since 1998. He is a co-founder of AdAlysis, an ad testing & recommendation platform. Brad is the author of Advanced Google AdWords, the most advanced book ever written about Google's advertising program.
Brad has worked with companies who manage tens of thousands of small PPC accounts and other companies who spend millions on marketing each month. His experience ranges from owning his own agency, to managing a boutique agency, to overseeing programs that were official resellers of Google and Microsoft. Some brands he has worked with include: Amazon, Yahoo, Google, Thomson Reuters, YP.com, Encyclopedia Britannica, and Salesforce.
One of his trademarks has been demystifying the complicated aspects of SEM. Not one to hold secrets, Brad prefers to educate his readers on the various aspects of crafting successful marketing campaigns to ensure the success for all parties involved.
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Sana Ansari, General Manager of 3Q Accelerate, has worked in digital marketing since 2009. Sana's expertise in SEM, the Google Display Network, landing page optimization, copy and creative optimization, remarketing, and driving lead quality has been fueled by a data-centric methodology reinforced in all of her team members. In her time at 3Q, she has been responsible for driving some of the agency's greatest success stories, taking companies with limited budgets and big ideas and turning them into names familiar across the country.
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
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I'm incredibly passionate about revenue-focused B2B marketing and I don't know what I'd do without coffee and spell check. I run marketing and customer success at Bizible, which makes revenue attribution and planning software.
I am also a co-founder and serve on the board of a marketing operations association called MarketingOps.com, and PipelineMarketing.com which produces the yearly State of Pipeline Marketing report.
I've spoken at Dreamforce, Marketo Summit, SMX Advanced, Demandbase Marketing Innovation Summit, #FlipMyFunnel, SEMPO Global, and a number of other marketing events about demand generation, marketing operations / technology, and account-based marketing.
Before Bizible I worked at Microsoft on the Bing marketing team and graduated with a degree in entrepreneurship and marketing from the University of Toledo.
SMX West Speaker:
Mobile Solutions Consulting, Google
@cheneytsaiCheney is a Sr. Solutions Consultant at Google focused on the Mobile Web. He primarily works with Google's top partners as an advocate of Progressive Web Apps, Accelerated Mobile Pages and UX. He's spent time as an engineer at various startups as well as consulting with Deloitte.
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Conversion Optimization: Turning Quick Wins Into Winning Streaks
Close-
Focus
SEM -
Track
Analytics & Conversion
Overview
SEMs are under tremendous pressure to improve conversion performance ASAP! But don't rush. Knowing where to focus and what to test first could be the difference between success and failure.
In this session, expert search advertising practitioners show you how they identify quick wins and repeat successes over time. You'll learn landing page optimization techniques for B2B, B2C, lead generation, e-commerce and more.
Speakers
Jeremy Epperson
Vice President of Conversion Optimization, 3Q Digital, @Jeremy3Q_CRO
Jonathan Kagan
Sr Director of Search & Biddable Media, MARC USA, @jonkagan
James Svoboda
CEO, WebRanking, @RealicityModerator
SMX West Moderator:
Matt Van Wagner is a seasoned sales and marketing professional specializing in paid and local search engine marketing strategies for small and medium-sized companies in the United States and Canada. An award-winning speaker whose presentations are usually as entertaining as they are informative, Matt has been a popular speaker at SMX and other search conferences. Matt is President and founder of Find Me Faster a search engine marketing firm based in Nashua, NH. He is a member of SEMNE (Search Engine Marketing New England), and SEMPO, the Search Engine Marketing Professionals Organization as a member and contributing courseware developer for the SEMPO Institute. Matt writes occasionally on internet, search engines and technology topics for IMedia, The NH Business Review and other publications and served as technical editor for Andrew Goodman's "Winning Results with Google AdWords" and Mona Elesseily's "Yahoo! Search Marketing Handbook." Matt is a graduate of St Lawrence University, Canton NY (BS Economics) with an M.B.A. from Rivier College, Nashua, NH.
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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:
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:
James Svoboda is CEO at WebRanking and has been in search marketing since 1999. James is also Co-Founder and former President of MnSearch, the Minnesota Search Engine Marketing Association, a contributor to Marketing Land, member of the Which Test Won advisory board, a Landy awards judge, and #PPCchat supporting partner.
James has also been honored as a Top 25 Most Influential PPC Expert by PPC Hero, selected as a contributor to the Moz Search Ranking Factors, and David Mihm's Local Search Ranking Factors. Previous volunteer efforts include editor for the Open Directory Project, GoGuides and Sphinn, with speaking engagements at SearchFest, State of Search, Hero Conf, Local U Advanced, eMarketing Summit, Integrated Marketing Summit, Social Media Breakfast, Minnesota Blogger Conference and more. He currently resides in Eden Prairie with his lovely wife and two beautiful children, whom he works tirelessly with to convert into lifelong Star Wars fans.
SMX West Speaker:
Mobile Solutions Consulting, Google
@cheneytsaiCheney is a Sr. Solutions Consultant at Google focused on the Mobile Web. He primarily works with Google's top partners as an advocate of Progressive Web Apps, Accelerated Mobile Pages and UX. He's spent time as an engineer at various startups as well as consulting with Deloitte.
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Enterprise SEOs, Unite!
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Focus
SEO -
Track
SEO
Overview
Implementing SEO for large organizations requires specialized skills. You face challenges like multiple websites, possibly multiple content management systems, along with different countries' requirements, languages and domain management issues. And then there are the internal and brand managers who all want their say... the list goes on.
In this session, our panel of enterprise SEOs cover some of the latest technical issues that are especially relevant to large enterprise implementations.
Speakers
Keith Goode
SEO Manager, IBM Systems, IBM, @keithgoode
Eli Schwartz
Director of Organic Product, SurveyMonkey, @5le
Laura Lippay
Organic Search & Technical Optimization Lead, Netflix, @lauralippayModerator
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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Keith Goode is the SEO Manager for Systems at IBM and brings over 20 years of experience in the online sphere and over 10 years of experience in In-House and Enterprise SEO. He has worked for small and large enterprises including HomeAway, BDX, Dell, and IBM, and he has presented at dozens of conferences worldwide, including Pubcon, Cross Forum, and Clarity.
With an amicable and approachable presentation style, Keith is able to translate technical topics into easily digestible material as well as turn complex internal policy issues into straight-forward solutions. A big proponent of democratizing SEO, Keith helped build the Search Certification program at Dell University and regularly presented a Technical SEO class, and he currently presents internal learning sessions at IBM.
SMX West Speaker:
Eli Schwartz is the Director of Organic Product for SurveyMonkey, the world’s leading People Powered Data platform enabling curious individuals and companies – including 99% of the Fortune 500 – to have conversations at scale with the people who matter most. He oversees SurveyMonkey’s SEO, ASO and viral product strategies for the entire product portfolio of SurveyMonkey, Wufoo, SurveyMonkey Apply, and Tech Validate. Prior to his current role, Eli was the Director of APAC Marketing for SurveyMonkey based out of Singapore. In this role, he oversaw a significant expansion of SurveyMonkey’s user penetration all across the Asia and Oceania regions. Eli is also a frequent speaker at marketing and growth conferences and a regular author for popular business and marketing publications.
SMX West Speaker:
With an eye for the big picture and a history in increasing online visibility for some of the largest brands on the internet, Laura has focused on content strategy and technical optimization, straddling the divide between marketing, engineering and product teams for Fortune 500 & 1000, enterprise and agencies for over 15 years. Laura currently does Organic Search & Technical Optimization at Netflix in the Silicon Valley, has started and run several boutique agencies, has held previous roles that include Technical Marketing Director for Yahoo Media, SEO Specialist for CNET and, in a past life, was a professional athlete.
SMX West Speaker:
Mobile Solutions Consulting, Google
@cheneytsaiCheney is a Sr. Solutions Consultant at Google focused on the Mobile Web. He primarily works with Google's top partners as an advocate of Progressive Web Apps, Accelerated Mobile Pages and UX. He's spent time as an engineer at various startups as well as consulting with Deloitte.
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Unleashing The Power Of Online Video Ads
Close-
Focus
SEM -
Track
SEM
Overview
Investment in video advertising is growing rapidly, particularly on mobile. With more options to grab audience attention on more channels, brands and performance advertisers with all types of budgets are seeing the power of digital video ads.
In this intermediate SEM session, you'll learn how to develop killer creative, optimize your campaigns, ensure brand safety and much more. You'll also better understand how to extend your video efforts beyond YouTube and gain clarity on platform-dependent differences in targeting, creative and measurement capabilities.
Speakers
Jonathan Kagan
Sr Director of Search & Biddable Media, MARC USA|Results:Digital, @jonkagan
Allen Martinez
Founder, Noble Digital, @nobledigitalone
Cory Henke
Founder / Business Development, Variable Media AgencyModerator
SMX West Moderator:
Ginny Marvin is Third Door Media's Associate Editor, assisting with the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.
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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:
Noble Digital Founder, CEO and Creative Director Allen Martinez has created national campaigns for some of the largest brands on the planet, including Coca-Cola, Plated, In-Bev, Subway, Nestle, AT&T, Anheuser-Busch, Quest, Hilton Hotels, Burger King, Univision, Yamaha, Miller Lite, Proctor & Gamble, McDonald’s, Heineken, Orbitz, Wrigley’s and many others. He began his career in film and television production when he was hired out of Art Center College of Design by Quentin Tarantino’s production company A Band Apart.
After working in film and television for 15 years, Martinez founded Noble Digital in 2012 to create dynamic videos and online marketing campaigns to help grow businesses. Noble Digital specializes in helping start-ups and small businesses develop the strategies and creative that make campaigns scale. Thomson Reuters published Martinez’s writings as part of their 'Inside the Minds' series targeting CMOs for a glimpse into his digital advertising insights.
SMX West Speaker:
Cory Henke
Founder / Business Development, Variable Media Agency
In addition to consulting for a variety of small to mid-sized advertising agencies, Cory Henke founded Variable Media in early 2017 and currently handles all business development, client growth and decision making. He writes and presents on a variety of topics each month about YouTube, Facebook, and the growing social landscape from a paid media perspective. He brings over ten years of experience beginning on the direct response agency side at ID Media under the IPG Holding umbrella before obtaining publisher experience at Yahoo! Working with Fortune 500 brands in both the Los Angeles and San Francisco offices.
Before launching Variable Media, Cory led the media and analytics department for Molio Inc., a pioneer in the YouTube advertising space combining creative & media analysis to understand, improve, and scale social video campaigns.
SMX West Speaker:
Mobile Solutions Consulting, Google
@cheneytsaiCheney is a Sr. Solutions Consultant at Google focused on the Mobile Web. He primarily works with Google's top partners as an advocate of Progressive Web Apps, Accelerated Mobile Pages and UX. He's spent time as an engineer at various startups as well as consulting with Deloitte.
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Must-Have Reports For Search Advertisers
Close-
Focus
SEM -
Track
Analytics & Conversion
Overview
Actionable reports are essential to creating and tuning SEM campaigns. Determining which data to include and how to display it are crucial to effective campaign optimization. And the information you share with your boss or clients can make the difference in the perceived value of your position and can impact your career growth.
In this session, SEM experts share their favorite reports that help them maximize returns, gain an edge on the competition -- and delight and satisfy key stakeholders.
Speakers
Andrew Garberson
Director, Digital Marketing Strategy, LunaMetrics, @garberson
Corey Morris
Vice President of Marketing, Voltage, @coreydmorrisModerator
SMX West Moderator:
Brad Geddes has been involved in PPC since 1998. He is a co-founder of AdAlysis, an ad testing & recommendation platform. Brad is the author of Advanced Google AdWords, the most advanced book ever written about Google's advertising program.
Brad has worked with companies who manage tens of thousands of small PPC accounts and other companies who spend millions on marketing each month. His experience ranges from owning his own agency, to managing a boutique agency, to overseeing programs that were official resellers of Google and Microsoft. Some brands he has worked with include: Amazon, Yahoo, Google, Thomson Reuters, YP.com, Encyclopedia Britannica, and Salesforce.
One of his trademarks has been demystifying the complicated aspects of SEM. Not one to hold secrets, Brad prefers to educate his readers on the various aspects of crafting successful marketing campaigns to ensure the success for all parties involved.
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Andrew Garberson is Manager of Search at LunaMetrics, a Google Analytics certified partner and search marketing consultancy. In addition to leading the SEO and PPC teams, Andrew is a GAIQ certified analytics junkie with a special interest in marketing attribution.
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JD Prater is a performance marketer and digital media strategist with a passion for organizing data into actionable stories. As the Director of Growth Marketing at AdStage, JD stewards over full-funnel marketing strategy, including demand generation, advertising, and content marketing.
Voted among the top 25 most influential PPC experts in 2017, JD regularly contributes to top marketing industry publications, speaks at PPC conferences, and co-hosts the weekly PPC Show podcast.
SMX West Speaker:
Corey serves as the Vice President of Marketing for Voltage-a full-service digital marketing agency based in Kansas City, MO. He has spent a dozen years working in strategic and leadership roles focused on growing both national and local client brands with award winning, ROI-generating digital strategies. In addition to his role at Voltage, he serves on the board of SEMPO as the VP of Cities and previously led the local SEMPO Cities initiative in Kansas City upon founding the KC Search Marketing Conference. He is currently a contributor to Search Engine Journal, speaks locally and nationally on SEO and digital marketing topics including at SMX (2015 and 2012) and SEMPO events, and formerly served as co-host of a monthly tech radio show in KC. He has a passion for learning and sharing knowledge in the search industry and seeing people connect and make meaningful relationships in our industry.
SMX West Speaker:
Mobile Solutions Consulting, Google
@cheneytsaiCheney is a Sr. Solutions Consultant at Google focused on the Mobile Web. He primarily works with Google's top partners as an advocate of Progressive Web Apps, Accelerated Mobile Pages and UX. He's spent time as an engineer at various startups as well as consulting with Deloitte.
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JavaScript & PWAs: What SEOs Need to Know
Close-
Focus
SEO -
Track
SEO
Overview
Users expect dynamic, responsive and interactive websites that are both functional and super-fast. JavaScript enables developers to build these types of websites. And Progressive Web Apps (PWAs) allow developers to create responsive, application-like experiences for mobile and desktop devices.
This session explores the challenges of building a new generation of fast and functional sites and offers tips and techniques to ensure those sites will rank well by making content accessible to search engines.
Speakers
Max Prin
Head of Technical SEO, Merkle, @maxxeight
Vadim Supitskiy
VP of Software Engineering, ForbesModerator
SMX West Moderator:
Barry Schwartz is Search Engine Land's News Editor and owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on very advanced SEM topics. Barry's personal blog is named Cartoon Barry and he can be followed on Twitter here. For more background information on Barry, see his full bio over here.
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Max Prin is the Head of Technical SEO at Merkle. The SEO technical team ensures the accuracy, feasibility and scalability of the agency's technical recommendations. Max supports Merkle's SEO department by developing SEO best practices, tools and processes through research and testing. Max is also in charge of developing and publishing TechnicalSEO.com.
http://marketingland.com/author/max-prin
https://maxxeight.com
SMX West Speaker:
Vadim Supitskiy
VP of Software Engineering, Forbes
I was born in Ukraine and have been living in Brooklyn for the past 20 years. I’m VP of Software Engineering at Forbes.com where I’ve been working for the past 10 years. I love to travel and explore food and culture around the world My favorite Rock Band is Queen, favorite Rapper is Fabolose. Favorite sports are Soccer and Basketball.
SMX West Speaker:
Vice President of Marketing, Voltage
@coreydmorrisCorey serves as the Vice President of Marketing for Voltage-a full-service digital marketing agency based in Kansas City, MO. He has spent a dozen years working in strategic and leadership roles focused on growing both national and local client brands with award winning, ROI-generating digital strategies. In addition to his role at Voltage, he serves on the board of SEMPO as the VP of Cities and previously led the local SEMPO Cities initiative in Kansas City upon founding the KC Search Marketing Conference. He is currently a contributor to Search Engine Journal, speaks locally and nationally on SEO and digital marketing topics including at SMX (2015 and 2012) and SEMPO events, and formerly served as co-host of a monthly tech radio show in KC. He has a passion for learning and sharing knowledge in the search industry and seeing people connect and make meaningful relationships in our industry.
SMX West Speaker:
Mobile Solutions Consulting, Google
@cheneytsaiCheney is a Sr. Solutions Consultant at Google focused on the Mobile Web. He primarily works with Google's top partners as an advocate of Progressive Web Apps, Accelerated Mobile Pages and UX. He's spent time as an engineer at various startups as well as consulting with Deloitte.
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The Great SEM Toolbox Roundup
Close-
Focus
SEM -
Track
SEM
Overview
Managing SEM campaigns without the right tools is like hammering nails with a screwdriver. You can do it, but it's not going to be pretty.
In this session, you'll hear what tools SEM experts can't live without, which tools they've ditches and which shiny new tools they are most excited about. You'll want to take notes in this session.
Speakers
Bosley Jarrett
Associate, Red Ventures, @bosleyjarrett
Brad Geddes
Co-Founder, Adalysis, @bgTheory
Moderator
SMX West Moderator:
Matt Van Wagner is a seasoned sales and marketing professional specializing in paid and local search engine marketing strategies for small and medium-sized companies in the United States and Canada. An award-winning speaker whose presentations are usually as entertaining as they are informative, Matt has been a popular speaker at SMX and other search conferences. Matt is President and founder of Find Me Faster a search engine marketing firm based in Nashua, NH. He is a member of SEMNE (Search Engine Marketing New England), and SEMPO, the Search Engine Marketing Professionals Organization as a member and contributing courseware developer for the SEMPO Institute. Matt writes occasionally on internet, search engines and technology topics for IMedia, The NH Business Review and other publications and served as technical editor for Andrew Goodman's "Winning Results with Google AdWords" and Mona Elesseily's "Yahoo! Search Marketing Handbook." Matt is a graduate of St Lawrence University, Canton NY (BS Economics) with an M.B.A. from Rivier College, Nashua, NH.
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SMX West Speaker:
Bosley Jarrett is an award winning designer and photographer turned paid search analyst at Red Ventures where he has managed multi-million dollar accounts in the telecom, energy, insurance, home services, and financial services verticals. Before coming to RV, Bosley graduated from Vanderbilt University with a degree in Human & Organizational Development where he was named AP College Photographer of the Year twice and a recipient of digital storytelling awards from the Tennessee Associated Press and Michigan State University. Outside of work, you can find him nerding out about color combinations or owning other Charlotteans at trivia at one of the local breweries.
SMX West Speaker:
Brad Geddes has been involved in PPC since 1998. He is a co-founder of AdAlysis, an ad testing & recommendation platform. Brad is the author of Advanced Google AdWords, the most advanced book ever written about Google's advertising program.
Brad has worked with companies who manage tens of thousands of small PPC accounts and other companies who spend millions on marketing each month. His experience ranges from owning his own agency, to managing a boutique agency, to overseeing programs that were official resellers of Google and Microsoft. Some brands he has worked with include: Amazon, Yahoo, Google, Thomson Reuters, YP.com, Encyclopedia Britannica, and Salesforce.
One of his trademarks has been demystifying the complicated aspects of SEM. Not one to hold secrets, Brad prefers to educate his readers on the various aspects of crafting successful marketing campaigns to ensure the success for all parties involved.
SMX West Speaker:
Ted Ives is founder and CEO of SEMCopilot, software for PPC account managers. SEMCopilot is an innovative and rapidly evolving software platform dedicated to making PPC account managers successful, and much of it is focused on solving problems that Ted has personally encountered (particularly his own mistakes he’s learned from) managing many dozens of AdWords accounts over the years.
SMX West Speaker:
Mobile Solutions Consulting, Google
@cheneytsaiCheney is a Sr. Solutions Consultant at Google focused on the Mobile Web. He primarily works with Google's top partners as an advocate of Progressive Web Apps, Accelerated Mobile Pages and UX. He's spent time as an engineer at various startups as well as consulting with Deloitte.
SMX West Speaker:
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SMX West Speaker:
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SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
How To Develop Multichannel Attribution Models That Move The Needle
Close-
Focus
SEM -
Track
Analytics & Conversion
Overview
For many, attribution remains both a data and practical challenge. Even as tools such as Adwords, Analytics and Google Attribution come online and evolve, attribution hasn't gotten easier. Nor has it been "solved" for most advertisers.
In this advanced SEM session, attribution experts will discuss how to develop and implement models that can inform campaign optimization and budget allocation for all stages of the marketing funnel.
Speakers
Adam Proehl
Partner & Co-Founder, NordicClick Interactive Corporation, @adamproehl
Heather Cooan
Founder & Principal Growth Strategist, HDC Digital, @HeatherCooan
Simon Poulton
Director of Digital Intelligence, Wpromote, @spoultonModerator
SMX West Moderator:
Ginny Marvin is Third Door Media's Associate Editor, assisting with the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.
SMX West Co-Moderator:
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SMX West Speaker:
Adam is a partner at NordicClick Interactive, a 25 person Digital Marketing agency in Minneapolis. He's an 19 year veteran of the online marketing world who cut his teeth working for Digital River (a global e-commerce provider) in the late 90's. He spent almost nine years there working on such clients as Symantec, Autodesk, Motorola, and Connectix.
Adam has spoken at several industry conferences over the last few years including SES, SMX, Pubcon, OMS, B2B, eMetrics, MN Search, and MDMA. He is also a past instructor at the Online Marketing Institute and the University of San Francisco.
When he’s not working, Adam loves spending quality time outdoors with his family (especially on the water), driving (and fixing) his ‘67 Mustang convertible, doing house projects, and reading. He is also the dad who can be found in the summer telling his kids to “get outside! You’ll have all winter to park your butts in front of the TV!” is a seasoned online marketing executive who has a passion for helping clients use online channels to grow their business. As a practical marketer, his ability to get at the heart of the core business issues, establish measurable goals, and map the appropriate online tactics to further those objectives has served his clients well.
SMX West Speaker:
Heather is an entrepreneur, author, international speaker, & an ex-roller girl. She founded HDC Digital, a Phoenix-based digital & demand marketing agency revolutionizing the way companies think about and approach growth. Over her career, Heather has served in digital marketing roles both in-house and agency-side, spanning the full funnel, across many verticals, both lead generation, and eCommerce. Credits include The Smithsonian, UGG Australia, Teva, Google, PapaJohns, ISOTONER, Totes, ESET, PetSmart, Infusionsoft, and numerous others.
SMX West Speaker:
Simon fell in love with the internet at an early age. As a child growing up in New Zealand, he found the idea that he could connect with anyone, anywhere in the world very intriguing. He developed his first website when I was 12 and never looked back. In addition to a love for the digital world, he studied Psychology at UCLA where we fell in love with the world of statistics. Combining his two passions, he is currently the Director of Digital Intelligence at Wpromote, the largest independent Digital Marketing agency in the USA.
Prior to joining Wpromote, Simon lead the Digital Marketing at Laserfiche, and, in 2014, was named by IBM & the Economist as one of the global top 25 social business leaders (Link: http://live.wavecast.co/socialbusinessleaders/2014/07/19/simon-poulton/ ). As an early adopter in the world of Paid Social, this inspired him to find new measurement solutions to better understand the impact of Digital Advertising on B2B sales cycles.
In addition to leading the Digital Intelligence team at Wpromote, he also serves as a Strategic Director and has worked closely with national brands like Charming Charlie, Providence Healthcare, Proactiv & Forever 21. In this role he leads internal teams with channel-specific experts to both design & executive Digital Marketing initiatives across all digital channels.
In addition to sharing his thoughts via text mediums, Simon has presented on numerous topics at SMX East 2017, SMX West 2018, Google (Los Angeles) & the annual Laserfiche conference. Not one to shy away from the stage, while in college Simon performed as UCLA mascot Joe Bruin regularly to over 80,000 fans at the Rose Bowl in Pasadena, CA.
SMX West Speaker:
Mobile Solutions Consulting, Google
@cheneytsaiCheney is a Sr. Solutions Consultant at Google focused on the Mobile Web. He primarily works with Google's top partners as an advocate of Progressive Web Apps, Accelerated Mobile Pages and UX. He's spent time as an engineer at various startups as well as consulting with Deloitte.
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SMX West Speaker:
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SMX West Speaker:
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SMX West Speaker:
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SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
SMX West Plus Session Presenter:
Mastering SEO Silos
Close-
Focus
-
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
SMX West Moderator:
Associate Editor, Third Door Media, Inc.
@ginnymarvinGinny Marvin is Third Door Media's Associate Editor, assisting with the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.
SMX West Co-Moderator:
,
SMX West Speaker:
Adam is a partner at NordicClick Interactive, a 25 person Digital Marketing agency in Minneapolis. He's an 19 year veteran of the online marketing world who cut his teeth working for Digital River (a global e-commerce provider) in the late 90's. He spent almost nine years there working on such clients as Symantec, Autodesk, Motorola, and Connectix.
Adam has spoken at several industry conferences over the last few years including SES, SMX, Pubcon, OMS, B2B, eMetrics, MN Search, and MDMA. He is also a past instructor at the Online Marketing Institute and the University of San Francisco.
When he’s not working, Adam loves spending quality time outdoors with his family (especially on the water), driving (and fixing) his ‘67 Mustang convertible, doing house projects, and reading. He is also the dad who can be found in the summer telling his kids to “get outside! You’ll have all winter to park your butts in front of the TV!” is a seasoned online marketing executive who has a passion for helping clients use online channels to grow their business. As a practical marketer, his ability to get at the heart of the core business issues, establish measurable goals, and map the appropriate online tactics to further those objectives has served his clients well.
SMX West Speaker:
Heather is an entrepreneur, author, international speaker, & an ex-roller girl. She founded HDC Digital, a Phoenix-based digital & demand marketing agency revolutionizing the way companies think about and approach growth. Over her career, Heather has served in digital marketing roles both in-house and agency-side, spanning the full funnel, across many verticals, both lead generation, and eCommerce. Credits include The Smithsonian, UGG Australia, Teva, Google, PapaJohns, ISOTONER, Totes, ESET, PetSmart, Infusionsoft, and numerous others.
SMX West Speaker:
Simon fell in love with the internet at an early age. As a child growing up in New Zealand, he found the idea that he could connect with anyone, anywhere in the world very intriguing. He developed his first website when I was 12 and never looked back. In addition to a love for the digital world, he studied Psychology at UCLA where we fell in love with the world of statistics. Combining his two passions, he is currently the Director of Digital Intelligence at Wpromote, the largest independent Digital Marketing agency in the USA.
Prior to joining Wpromote, Simon lead the Digital Marketing at Laserfiche, and, in 2014, was named by IBM & the Economist as one of the global top 25 social business leaders (Link: http://live.wavecast.co/socialbusinessleaders/2014/07/19/simon-poulton/ ). As an early adopter in the world of Paid Social, this inspired him to find new measurement solutions to better understand the impact of Digital Advertising on B2B sales cycles.
In addition to leading the Digital Intelligence team at Wpromote, he also serves as a Strategic Director and has worked closely with national brands like Charming Charlie, Providence Healthcare, Proactiv & Forever 21. In this role he leads internal teams with channel-specific experts to both design & executive Digital Marketing initiatives across all digital channels.
In addition to sharing his thoughts via text mediums, Simon has presented on numerous topics at SMX East 2017, SMX West 2018, Google (Los Angeles) & the annual Laserfiche conference. Not one to shy away from the stage, while in college Simon performed as UCLA mascot Joe Bruin regularly to over 80,000 fans at the Rose Bowl in Pasadena, CA.
SMX West Speaker:
Mobile Solutions Consulting, Google
@cheneytsaiCheney is a Sr. Solutions Consultant at Google focused on the Mobile Web. He primarily works with Google's top partners as an advocate of Progressive Web Apps, Accelerated Mobile Pages and UX. He's spent time as an engineer at various startups as well as consulting with Deloitte.
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SMX West Plus Session Presenter:
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:
Sponsored by
2:45 PM - 3:30 PM
Refreshments & Expo Hall & SMX Theater Time (Expo Hall closes at 4:00pm)
(open to pass holders)
Successful SEO Using Markup & Structured Data
Close-
Focus
SEO -
Track
SEO
Overview
Properly structured data is a critical and often forgotten element in the formula for getting SEO results. Google now relies heavily on structured data markup for Rich Snippets -- moving beyond stars, images and additional information to better understand and index your content, giving it more prominence in s