SMX Advanced Seattle Agenda – June 11, 2013 – Expo Hall Hours: 10:15am – 7pm

7:30am-9:00am
(1 hr 30 min)

Breakfast & Registration

9:00am-10:15am
(1 hr 15 min)

SEO Track

The Periodic Table Of SEO Ranking Factors: 2013 Edition (#smx #11A)
We’ll kick off the SEO track with a deep-dive examination of search ranking factors that are influencing results. What’s on the rise; what’s on the decline; what still works? Our panelists parse the data and focus on the key elements that deliver maximum SEO success.

Moderator: Danny Sullivan, Founding Editor, Search Engine Land (@dannysullivan)

Q&A Coordinator: Dustin Woodard, President, SEO Naturale (@webconnoisseur)

Speakers:

Eric Enge, CEO, Stone Temple Consulting (@stonetemple)
Jenny Halasz, President, Archology (@jennyhalasz)
Matthew Peters, Data Scientist, Moz (@mattthemathman)
Marcus Tober, CTO, Searchmetrics Inc. (@marcustober)

Paid Search Track

The Mad Scientists Of Paid Search (#smx #11B)
If they awarded Nobel prizes for paid search, our mad scientists would be the recipients. They emerge from their PPC labs, where they’ve been assembling keywords, bidding strategies and other assorted parts into monster PPC campaigns. Learn what paid search experiments worked, which failed, and prepare to conduct your own ground-breaking PPC plans.

Moderator: Matt Van Wagner, President, Find Me Faster (@mvanwagner)

Q&A Coordinator: Marty Weintraub, Founder & Evangelist, aimClear (@aimclear)

Speakers:

Chris Haleua, Product Manager, Adobe Media Optimizer, Adobe (@chrishaleua)
George Michie, Co-Founder & Chief Marketing Scientist, RKG (@rimmkaufman)
Kohki Yamaguchi, Sr. Business Analyst, Adobe (@kohkiyamaguchi)

Social & Mobile Track

Managing Search In A Multiscreen World (#smx #11C)
Consumers use multiple devices every day. Maybe they start on a smartphone, move to a PC during at work hours, check the smartphone periodically and finish the evening at home on a tablet. Search is a central part of all these experiences. Research that begins on one device may conclude with a transaction on another…or in a physical location. How do marketers address this new, vastly more complex consumer behavior? This session offers answers, exploring organic and paid search optimization across screens as well as best practices for tracking and calculating ROI. In addition to tactical advice, speakers will present case studies showcasing the challenges and opportunities of this new multiscreen world.

Moderator: Greg Sterling, Founding Principal, Sterling Market Intelligence (@gsterling)

Q&A Coordinator: Jennifer Wong, Director of Marketing, HasOffers (@JenerationY)

Speakers:

Jeremiah Andrick, GM – Ecommerce, Logitech (@jeremiah)
Marc Canabou, Vice President of Search Business, Yahoo
Thomas Ciszek, Co-founder, VP, Products, Cojoin (@t1c1)
Jody Resnick, CEO, Trighton Interactive (@jodyresnick1)

Plus Session Track 

Bing

Maximize Opportunities For Your Business With Bing

Hear what Bing is doing to enhance consumer experiences, and more effectively align to your business. Kelly and Ken will deliver vertically relevant insights and features that helps bring the right customers directly to you. If you’re not advertising on the Yahoo! Bing Network¹ yet, you’re missing out on 51 million unique searchers that do not use Google, and who are likely to spend 20% more online than the average Internet searcher in the U.S.² – which means you are leaving valuable sales on the table. In this session, you will learn how Bing is different and how to effectively grow your business.

1 Yahoo! Bing Network includes Microsoft and Yahoo! Core Search sites in the US
2 comScore Core Search (custom), March 2013

Speakers:
Kelly Thomas Nojaim, Director, Product Marketing, Microsoft
Ken Weyel, Sr. Director, SMB Advertising, Microsoft

This session is sponsored and produced by Bing. It is open to all SMX Advanced Seattle attendees.

10:15am-11:00am
(45 min)
Expo Hall Sponsored by RKG

Buzz Sponsored by

aimClear

Expo Hall Grand Opening & Refreshments
Relax after the morning session by touring the expo hall during its grand opening and help yourself to ample, scrumptious refreshments!

11:00am-12:15pm
(1 hr 15 min)

SEO Track


Solution Spotlight by Covario (11:00-11:05)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


Authorship: The Deep Dive (#smx #12A)
Just how important is “AuthorRank” to organic ranking? How important is it likely to become? Our experts will provide the answers, and dig into the technical implementation of how search engines are using authorship to trigger author headshots and related rich snippets in search results. Content marketers and publishers will learn how to leverage brand authority to drive engagement and readership, and how to build personal profiles in Google+ to maximize CTR from the SERPs.

Moderator: Elisabeth Osmeloski, Director of Audience Development, Third Door Media, Inc. (@elisabethos)

Q&A Coordinator: AJ Kohn, Owner, Blind Five Year Old (@ajkohn)

Speakers:

John Carcutt, Director of SEO and Social Media, Advance Digital (@johncarcutt)
Janet Driscoll Miller, President and CEO, Search Mojo (@janetdmiller)
Mitul Gandhi, Chief Architect, seoClarity (@seoclarity)
Mark Traphagen, Director of Digital Outreach, Virante, Inc. (@marktraphagen)

Paid Search Track


Solution Spotlight by eZanga.com (11:00-11:05)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


New PPC Best Practices In An Enhanced Campaign World (#smx #12B)
Google’s Enhanced Campaigns forced all advertisers to reshape their AdWords accounts, specifically with huge changes to mobile and desktop device targeting. In this session, hear from early adopters about their results and experiences with Enhanced Campaigns and look at the new generation of optimization strategies and best practices for account structures, reporting, bidding, budgeting, and ad testing.

Moderator: Matt Van Wagner, President, Find Me Faster (@mvanwagner)

Q&A Coordinator: Josh Dreller, Director, Marketing Research, Kenshoo (@kenshoo)

Speakers:

Jeff Allen, Director of Paid Search, Hanapin Marketing (@JeffAllenUT)
Brad Geddes, Founder, Certified Knowledge (@bgtheory)
Ben Vigneron, Director, Analytics & Strategy, eSearchVision (@eSearchVision)

Social & Mobile Track


Solution Spotlight by seoClarity (11:00-11:05)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


Getting Mobile SEO Right (#smx #12C)
Mobile queries continue to rise, in some categories approaching 50 percent of overall search activity. On the small screen, ranking high is critical. But do conventional desktop SEO techniques cut it? Some people advocate distinct mobile SEO tactics, while others question the very notion of “mobile SEO.” Google says it favors sites built on responsive design principals, but the debate rages whether mobile-centric or responsive design ranks better. Join the discussion with our panel of experts as we explore the challenges of mobile SEO, and get the fresh tactics you you need to maximize the enormous mobile search opportunity.

Moderator: Greg Sterling, Founding Principal, Sterling Market Intelligence (@gsterling)

Q&A Coordinator: Mary Bowling, SEO, Optimized! (@MaryBowling)

Speakers:

Erik Dafforn, President, Intrapromote, LLC (@erikdafforn)
Michael Martin, SEO Manager, Covario (@mobile__martin)
Bryson Meunier, Director, Content Solutions, Resolution Media (@brysonmeunier)
David Roth, VP Marketing, Realtor.com (@daverothsays)

Plus Session Track 

Page One Power

Relevancy Is Only The Beginning Of Link Building

Google’s Penguin updates have forever changed the landscape of SEO link building. The days of building thousands of links on “niche one way directories” and other useless sites are totally over. Those links no longer increase traffic or search rankings, so now SEOs are left with the prospect of using actual marketing strategies and building real links. Join Jon Ball, CEO of Page One Power, as he discusses what he’s learned in his quest to do relevancy first link building and what that means to SEOs and link builders.


Attendees will learn:
    The seven principles of white hat link building
      The principles behind SEO link building that get not only rankings, but traffic and clicks
        How to create a link building plan that makes sense for your niche and your brand
          The sustainable link building strategies used every day at Page One Power

Jon Ball, VP of Business Development, Page One Power

This session is sponsored and produced by Page One Power. It is open to all SMX Advanced Seattle attendees.

12:15pm-1:45pm
(1 hr 30 min)
Expo Hall Sponsored by RKG

Birds of a Feather Lunch Sponsored by

Stone Temple Consulting

Lunch & Expo Hall Time

1:45pm-3:00pm
(1 hr 15 min)

SEO Track


Solution Spotlight by Bruce Clay, Inc. (1:45-1:50)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


From Microdata & Schema To Rich Snippets: Markup For The Advanced SEO (#smx #13A)
Get your geek on as we dig into hardcore code implementations of Schema protocol, RDFa, GoodRelations, Facebook Open Graph markup used by leading Internet retailers and content publishers in a variety of competitive industries. Panelists will demonstrate how rich snippets appearing in search results have impacted traffic, conversions and driven real ROI for example sites.

Moderator: Elisabeth Osmeloski, Director of Audience Development, Third Door Media, Inc. (@elisabethos)

Q&A Coordinator: Alex Bennert, SEO Consultant, Independent (@alexbennert)

Speakers:

Julia Gause, Director, Search Engine Marketing, Scripps Network
Stephan Spencer, CEO, Koshkonong LLC (@sspencer)
Marcus Tober, CTO, Searchmetrics Inc. (@marcustober)

Paid Search Track


Solution Spotlight by Marin Software (1:45-1:50)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


What's Hot With Paid Social (#smx #13B)
Evolving Facebook Ad units. API driven Twitter ad opportunities. Paid social news visibility. If you are running paid social campaigns now or are considering doing so, you need to attend this session. Panelists will get granular on the networks, ad types, tactics and strategies for buying social media ads and extracting measurable ROI.

Moderator: Greg Finn, Chief Marketing Officer, Cypress North (@gregfinn)

Q&A Coordinator: David Roth, VP Marketing, Realtor.com (@daverothsays)

Speakers:

Adam Berke, President, AdRoll (@adroll)
Jeffrey Jewett, Marketing Manager, Optify Inc. (@jeffreyajewett)
Marty Weintraub, Founder & Evangelist, aimClear (@aimclear)
Jennifer Wong, Marketing, HasOffers (@JenerationY)

Social & Mobile Track


Solution Spotlight by Adobe Systems, Inc. (1:45-1:50)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


Top Social Tactics For The Search Marketer (#smx #13C)
Integrating your search and social media efforts can dramatically improve your marketing results, but where do you start? Speakers in this “speed-round” session will share their favorite authority-building social tips for search, including using Facebook, Open Graph technology, Google+, Twitter and more.

Moderator: Monica Wright, Director of Audience Engagement, Search Engine Land and Marketing Land (@monicawright)

Q&A Coordinator: Mike Marshall, Account Manager, aimClear (@JMikeMarshall)

Speakers:

Kristy Bolsinger, Senior Associate, Customer Impact Consulting, PwC (PricewaterhouseCoopers) (@kristy)
Ric Dragon, CEO, DragonSearch
Casie Gillette, Director of Online Marketing, KoMarketing Associates (@casieg)
Adam Schoenfeld, CEO and Co-Founder, Simply Measured (@schoeny)
Eric Werner, SEO Manager, The Home Depot (@ericwerner)

Plus Session Track 

Quantcast

What's Missing From Your Performance Marketing Strategy?

Many search marketers are using retargeting to drive additional conversions for their performance campaigns. But performance targeting through real time bidding (RTB) also presents powerful opportunities to find new customers efficiently and at scale. In this session, Scott Linzer will highlight why performance targeting is an effective complement to your search campaigns.

Speakers:
Scott Linzer, Head of Search Agency Development, Quantcast
LuRae Lumpkin, Vice President, Global Paid Media , Covario

This session is sponsored and produced by Quantcast. It is open to all SMX Advanced Seattle attendees.

3:00pm-3:30pm
(30 min)
Expo Hall Sponsored by RKG

Buzz Sponsored by

aimClear

Refreshments & Expo Hall Time

3:30pm-4:45pm
(1 hr 15 min)

SEO Track


Solution Spotlight by Page One Power (3:30-3:35)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


The Crazy, Complicated Technical Issues That Completely Sabotage The Best SEO Efforts (#smx #14A)
It’s SMX Advanced, so we all know the technical basics — 301 redirects, canonicalization, HTTP status codes. But once you dive into web site infrastructure, you find that things get a lot more complicated. URL parameter facets + pagination + canonicalization? Mobile + international versions? AJAX multiget calls? And if you don’t solve these issues, the fantastic content you’ve developed may never be indexed. In this session, we’ll jump directly into the most complex and advanced technical issues you might face and give you real, detailed answers with step-by-step implementation options.

Moderator: Jeffrey K. Rohrs, VP, Marketing Insights, ExactTarget (@jkrohrs)

Q&A Coordinator: Jenny Halasz, President, Archology (@jennyhalasz)

Speakers:

Tom Conte, Senior Strategist, SEO & Emerging Technologies, Morpheusmedia
Maile Ohye, Senior Developer Programs Engineer, Google Inc. (@maileohye)
Matt Ruud, Director of SEO, Rocket Clicks (@mattruud)

Paid Search Track


Solution Spotlight by OptiMine Software (3:30-3:35)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


Big Data + Big Math = Exponential Search Performance (#smx #14B)
Seems every industry is using big data to extract previously hidden insights into customer wants, needs, behavior and intent. Smart marketers are crunching data and developing sophisticated predictive analytics models that unearth new worlds of opportunity. In this session, our panelists show you how to apply big data and achieve results that leapfrog traditional SEO and PPC tactics.

Moderator: Chris Sherman, VP of Event Editorial, Third Door Media, Inc. (@CJSherman)

Q&A Coordinator: Marty Weintraub, Founder & Evangelist, aimClear (@aimclear)

Speakers:

Josh Dreller, Director, Marketing Research, Kenshoo (@kenshoo)
Dixon Jones, Director, MajesticSEO (@Dixon_Jones)
James Mathewson, Global Search Strategy Lead, IBM (@James_Mathewson)
Mike McMeekin, Director Advertiser Insights and Analytics, Microsoft

Social & Mobile Track


Solution Spotlight by Buykeywordarticles.com (3:30-3:35)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


Getting Curation Right (#smx #14C)
Tons of great content is created every day. The tricky part is selecting, aggregating and syndicating content that wins the trust of your users, who then invite you to continue the conversation. This session will cover curating tools and tips, and the best ways to select, maintain and archive content so that it’s resourceful, evergreen, pleases your readers….and achieves your marketing objectives.

Moderator: Monica Wright, Director of Audience Engagement, Search Engine Land and Marketing Land (@monicawright)

Q&A Coordinator: Brett Snyder, Director, Search Engine Optimization, Nebo Agency (@BrettASnyder)

Speakers:

Brent Csutoras, Social Media Consultant, Kairay Media (@brentcsutoras)
Virginia Nussey, Social Media Editor, Bruce Clay, Inc. (@VirginiaNussey)
Amy Vernon, GM, Social Marketing, Internet Media Labs

Plus Session Track 

Covario

Authoring Your Way To The Semantic Web 3.0

Businesses and brands are entering an era of search that has become more diverse and complex as we all progress to the Web 3.0. Google must both adapt to and mold this more semantic Web in order to understand the underlying search intent, whenever and wherever it occurs. Join us during our panel session, as we discuss with Kelley Blue Book, how you integrate a more robust organic strategy leveraging together smarter content, Google+, authorship, open graph, local, and mobile optimization.

Speakers:
Steve Beatty, Organic Search Director, Covario
Michael Martin, Organic and Mobile Search Manager, Covario
Elodie Otto, Organic Search Lead, Kelley Blue Book

This session is sponsored and produced by Covario. It is open to all SMX Advanced Seattle attendees.

4:45pm-5:00pm
(15 min)

Buzz Sponsored by

aimClear

Refreshment Break

5:00pm-6:00pm
(1 hr)

General

You&A With Matt Cutts (#smx #1KEY)
What’s a You&A? That’s where you, the audience, put your questions directly to the head of Google’s web spam team, Matt Cutts. Matt’s been dealing with webmaster issues for Google since 2000 and is well known to many advanced search marketers from his blog and public speaking. Don’t miss this popular SMX Advanced tradition!

Moderator: Danny Sullivan, Founding Editor, Search Engine Land (@dannysullivan)

Speaker:

Matt Cutts, Distinguished Engineer, Google Inc. (@mattcutts)

6:00pm – 7:00pm
(1 hr)

Expo Hall Reception


SMX Expo Hall Reception
Sponsored by RKG

Visit the search marketing solutions providers in the Expo Hall while enjoying beverages and munchies. See all the exhibitors and sponsors here.

9:00pm-11:00pm
(2 hrs)

SMX After Dark 2013


SMX After Dark

Sponsored by
Bing

Join us for SMX After Dark at the Seattle Aquarium. There’ll be music, drinks, munchies, and great conversations while watching more than 800 fish swimming nearby. The Aquarium is located at 1483 Alaskan Way, Pier 59, just a short walk from the Bell Harbor. Please bring your badge to get in. Network Pass holders welcome.