Since you last attended SMX Advanced, Google has rolled out a new Adwords user interface. The starting place for ads is now expanded text and responsive units. Google has been steadily evolving its platform by automating ad extensions, enhancing remarketing and extended dynamic remarketing to Gmail. Beyond that, customer match includes additional fields, and Google has many more new and interesting options you should know about.
In this session, you'll explore the changes, ensure you are up to date and get the tactics you need to maximize the performance of your campaigns.
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.
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.
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.
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.
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.
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.
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.
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!
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.
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.
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.
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.
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.
You can also request that our experts look at your Google Analytics in real time, if you're so inclined. Grant email@example.com edit access to your account, and we'll pop the hood and offer you live advice on how to get the most from your search marketing campaign.
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.
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.
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.
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.
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.
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.
- and more.
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.