Obsessed With SEO & SEM

March 13-15, 2018
San Jose Convention Center

Optimize your online presence with fresh SEO insights from the experts

Search engine optimization (SEO) is an indisputable cornerstone of online marketing, but the shape and scope of SEO has evolved tremendously over recent years. Gone are the days of keyword-stuffed copy and a coveted place among 10 blue links. Successful content must be optimized for a vast array of mediums, including video, apps, and voice search. Mobile is more important than ever. Structured markup, JavaScript… it’s a massive landscape, and just when you get your footing, it changes.

You understand the importance of an optimized web presence. You’re serious about staying fresh on the latest SEO tactics and how to implement them. That’s why you should attend SMX West.

Join us March 13-15, 2018 in San Jose, CA for three full days of SEO sessions specifically designed for professionals like you. Major players, including Google and Bing, will be there to share firsthand advice on exactly what they’re looking for when it comes to outstanding content.

Together, we will dive deep into the areas of online marketing that matter most to you and your bottom line.

Our expert speakers are ready to teach you how to:

  • Understand the most crucial SEO ranking factors of 2018
  • Create mobile-friendly content the search engines will love
  • Make the most of Google’s Accelerated Mobile Pages (AMP)
  • Optimize your content for virtual assistants like Siri and Alexa
  • Stay up-to-speed on the ever-changing SEO landscape

… and much, much more.

Check out some of the most anticipated sessions in store:

  • The Latest In Advanced Technical SEO
  • Successful SEO Using Markup & Structured Data
  • All Google Manual Penalties Explained
  • JavaScript & PWAs: What SEOs Need To Know
  • SEO For Google’s Mobile-First Index & Mobile-Friendly World

Feed your obsession with SEO at SMX West! Check out all the SEO sessions below.

SEO Sessions

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Keyword Research & Copywriting for Search Success

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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.

Speakers

Christine Churchill

President, KeyRelevance, @keyrelevance

Moderator

Debra Mastaler
President, Alliance-Link, @debramastaler

SEO Ranking Factors In 2018: What's Important, What's Not

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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

Moderator

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

How Cisco Harnesses The Power Of SEO For Digital Transformation

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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, BrightEdge

Moderator

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

Link Building Fundamentals

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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.

Speakers

Debra Mastaler

President, Alliance-Link, @debramastaler

Moderator

Christine Churchill
President, KeyRelevance, @keyrelevance

SEO For Google's Mobile-First Index & Mobile-Friendly World

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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, @suzzicks

Moderator

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

AMPing Up Your SEO Game

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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

Moderator

Michelle Robbins
SVP Content & Marketing Technology, Third Door Media, Inc., @MichelleRobbins

AMP: Do Or Die?

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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

Moderator

Michelle Robbins
SVP Content & Marketing Technology, Third Door Media, Inc., @MichelleRobbins

Search Engine-Friendly Web Design

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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!

Speakers

Shari Thurow

Founder and SEO Director, Omni Marketing Interactive, @sharithurow

Moderator

Matt Van Wagner
President, Find Me Faster, @mvanwagner

Optimizing Content For Voice Search & Virtual Assistants

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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

Moderator

Greg Sterling
Founding Principal, Sterling Market Intelligence, @gsterling

Enterprise SEOs, Unite!

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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

Moderator

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

JavaScript & PWAs: What SEOs Need to Know

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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, Forbes

Moderator

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

All Google Manual Penalties Explained

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Overview

Former senior Google Search Quality team member Kaspar Szymanski explains Google manual penalties, their impact on your website and how to deal with them swiftly and successfully. In this session, you'll learn:
- the various penalty types.
- how they impact your website.
- how to successfully remove penalties.
- how to successfully communicate with Google.
- how to avoid manual penalties in the future.

Speakers

Kaspar Szymanski

Co-Founder, SearchBrothers.com, @kas_tweets

Moderator

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

Analytics Clinic

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Overview

Feel that you aren't taking full advantage of Google Analytics? Welcome to the club! In this clinic, you can get your GA questions answered by experts. Our panels of analytics pros will provide answers to the lingering questions and issues you struggle with, such as: how to combat spam, the settings that seek and destroy your data, which reports to avoid and which to live by, when to use a filter, when you use a segment and much more.

Speakers

Dana DiTomaso

President & Partner, Kick Point Inc., @danaditomaso

Ruth Burr Reedy

Director of Strategy, UpBuild, LLC, @ruthburr

Moderator

Michelle Robbins
SVP Content & Marketing Technology, Third Door Media, Inc., @MichelleRobbins

Successful SEO Using Markup & Structured Data

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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 search results.

In this session, you'll get insights into newer markup options and advanced uses of structured data related to Google Rich Snippets that can help you refine, update and optimize your content.

Speakers

Alexis Sanders

Technical SEO Account Manager, Merkle, @AlexisKSanders

Moderator

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

Solving SEO Issues In A World Of Constant Change

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Overview

This session covers a range of important topics for companies that are either seeing a decrease in rankings and traffic from Google organic search, or for companies that feel they are at risk in the future. Our speakers will cover key algorithm updates that marketers need to be aware of in 2018, from quality updates to Panda to above the fold. Important new Chrome actions will also be discussed, including a list of violations and what can happen if a site is flagged. In addition, our speakers will connect what they are seeing in the field to what is covered in Google's Quality Rater Guidelines.

Speakers

Glenn Gabe

President, G-Squared Interactive, @glenngabe

Marie Haynes

Owner, HIS Web Marketing, @marie_haynes

Moderator

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

SEO Site Clinic

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Overview

Despite its maturity, SEO remains a complex and evolving combination of art and science. Even the most knowledgeable SEOs are stumped sometimes.

In this interactive session, you'll have the opportunity to volunteer your site and ask the hard questions of our SEO rock stars. In real time, they will diagnose your challenges and offer specific, actionable advice to repair or enhance your performance.

Speakers

Moderator

Jessica Thompson
Associate Features Editor, Search Engine Land, @jessotron

The Latest In Advanced Technical SEO

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Overview

Even battle-scarred SEO veterans can run into serious challenges when they dive into website infrastructure and find that things have gotten very complicated. URL parameter facets + pagination + canonicalization? Mobile-first considerations + hreflang tags for international versions? Rel next/prev + AJAX?

Stumped on some of these issues? You're not alone.

In this session, you'll hear how expert tackle crazy-complicated technical issues that sabotage even the best SEO efforts.

Speakers

Moderator

Michelle Robbins
SVP Content & Marketing Technology, Third Door Media, Inc., @MichelleRobbins

AMA With Google Search

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Overview

Do you have questions about how Google interacts with your site and content? Are you curious about algorithms, ranking factors or other components of Google's "black box"? You've got questions, and we've got the answers!

In this "ask me anything" session for practitioners at all experience levels, representatives from Google answer your questions about SEO and related issues.

Speakers

Moderator

Michelle Robbins
SVP Content & Marketing Technology, Third Door Media, Inc., @MichelleRobbins

Link Building Clinic

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Overview

Join our expert panel for this interactive session. You'll get live-on-the-web examples illustrating link-building best practices, answers to all of your questions and proven tips on topics including:

- link popularity.
- unnatural links.
- penalties.
- and more.

Speakers

Moderator

Jessica Thompson
Associate Features Editor, Search Engine Land, @jessotron

Meet The SEOs

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Overview

During this PowerPoint-free panel, veteran SEOs answer your most challenging and pressing questions about search engine optimization.

Got a puzzling issue? Wondering about a possible trend? Curious about how to optimize for voice search, PWAs or AMP? Put your questions to the experts in this anything-goes session.

Speakers

Moderator

Michelle Robbins
SVP Content & Marketing Technology, Third Door Media, Inc., @MichelleRobbins

 

Obsessed with SEO and SEM?

View the complete agenda here.

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