SMX Advanced Seattle 2014 Full Conference Agenda
Day 1: June 11, 2014

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SMX Advanced Seattle Agenda – June 11, 2014 – 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


Solution Spotlight by STAT Search Analytics (9:00-9:05)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


The Periodic Table Of SEO Ranking Factors: 2014 Edition

Sponsored by:
(#smx #11A)
We’ll kick off the SEO track with our traditional deep-dive examination of search ranking factors that are influencing results, especially interesting in the wake of Google’s “Hummingbird” rebuild of its entire search engine. 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: Bill Hunt, President, Back Azimuth (@billhunt)

Speakers:

Matthew Brown, SVP of Special Projects, Moz (@MatthewJBrown)
Marianne Sweeny, SR Search Specialist, Portent (@msweeny)
Marcus Tober, CTO, Searchmetrics Inc. (@marcustober)

Paid Search Track

The Mad Scientists Of Paid Search

Sponsored by:
ChannelAdvisor
(#smx #11B)
While most of us spend our days toiling away in the deepest details of paid search campaigns, the mad scientists of paid search are running experiments, testing regression models and analyzing larger trends to unlock the fundamental secrets of paid search auctions, attribution, economics and search behaviors. Come hear our distinguished marketing scientists as they present their latest discoveries, insights and knowledge.

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

Q&A Coordinator: Seth Meisel, Remarketing, R&D and New Opportunities, Walgreens (@SethMeisel)

Speakers:

Lars Hirsch, Group Program Manager, Microsoft (@larshirsch)
Bryan Minor, Chief Scientist, Acquisio (@BryanMinorPhD)
Jared Schroder, VP Data Intelligence & Marketing Technology, Location3 Media (@j_schroder)

Local, Social & Mobile Track

Let’s Talk Local Search: Super Therapy Session For Advanced Local Marketers (#smx #11C)
Local search is like a problem child. One day all’s well. The next you’re facing a new crisis that threatens to complicate your relationship with clients or management. Need to talk? Join our panel of all-star local search pros for this group therapy session. No PowerPoints or couches. Just the smartest local search experts ready to share advanced strategies and tactics that are working today.

Moderator: Matt McGee, Editor In Chief, Search Engine Land & Marketing Land (@mattmcgee)

Q&A Coordinator: Lisa Williams, Director Digital Marketing Strategy, Search Discovery (@seopollyanna)

Speakers:

Thomas Ballantyne, Director of Marketing, Bulwark Exterminating (@Thos003(Q&A Speaker)
Mike Blumenthal, Owner and Local Marketing Expert, Blumenthals (@mblumenthal(Q&A Speaker)
Mary Bowling, SEO, Optimized! (@MaryBowling(Q&A Speaker)
Dana DiTomaso, CEO, Kick Point Inc. (@danaditomaso(Q&A Speaker)
David Mihm, Director of Local Search Strategy, Moz (@davidmihm(Q&A Speaker)

Plus Session Track 

Yahoo Gemini

Reach Millions On Mobile With Yahoo Gemini

As mobile advertising continues to make up more and more of overall ad buys, it’s important to think of new and inventive ways to structure your buying strategy. When you buy mobile search and native ads together through Yahoo Gemini, you’re able to reach even more users.

Every day, millions of people visit Yahoo to read the news, search for information, and check the weather, mail, sports scores or stock quotes from their smartphones and tablets. In fact, more than half of our global monthly active users come to Yahoo on a mobile device — and we are committed to delivering outstanding advertising that is designed specifically for mobile and seamlessly integrated across our new experiences.

Getting started is simple with Yahoo Ad Manager. It’s our new and streamlined advertising tool.

Speakers:
Joe Stephens, Senior Manager, Search & Native Advertising Strategy, Yahoo
Leo Polanowski, Head of Client Service, Americas, Yahoo

This session is sponsored and produced by Yahoo Gemini. It is open to all SMX Advanced Seattle attendees, including Network Pass holders.

10:15am-11:00am
(45 min)

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


Keyword Research On ‘Roids! Advanced Workarounds For Vanishing Keyword Data

Sponsored by:
(#smx #12A)
User query data provided by search engines has become an endangered species. But as searchers get more sophisticated, and competition for traffic and customers continues to intensify, effective keyword research is more vital than ever. So what’s a SEO to do?

Fortunately, there are tools that tap into big data resources to mine search activity and offer unique insights into search engine optimization tactics. In this session, veteran SEOs (not affiliated with vendors) take deep dives into three of these sophisticated tools, showing you what they reveal and demonstrating powerful features largely unavailable elsewhere.

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

Q&A Coordinator: Michelle Robbins, Vice President of Technology, Third Door Media, Inc. (@MichelleRobbins)

Speakers:

Christine Churchill, President, KeyRelevance (@keyrelevance)
Rae Hoffman, CEO, PushFire (@sugarrae)
Chris Silver Smith, President, Argent Media (@si1very)

Paid Search Track


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


Next-Gen Ad Creative & Testing Techniques

Sponsored by:
ChannelAdvisor
(#smx #12B)
Forget about better than average click and conversion rates. The only thing standing between you and breakthrough campaign success are your ads. Our experts will show you how they write their greatest ads, how they test more quickly and effectively, and their proven secret processes for maintaining high performance day-after-day and month-after-month even in the toughest verticals.

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

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

Speakers:

Maria Corcoran, WW Search Marketing Media Manager, Adobe Systems (@mariacorcoran)
Brad Geddes, Founder, Certified Knowledge (@bgTheory)
Andrew Mera, Client Services Manager, 3Q Digital (@AndrewMera)

Local, Social & Mobile Track


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


25 Social Media Ideas For The Advanced Search Marketer (#smx #12C)
Are you involved in integrating strategies blending your search and social campaigns? If you’re responsible for social media in any way, you know that your resources are limited. This session will feature actionable ideas and techniques that will help you implement and optimize that sweet spot where search and social intersect.

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

Q&A Coordinator: Heather Cooan, Independent Digital Advertising Consultant, HDC Interactive (@HeatherCooan)

Speakers:

Michael King, Executive Director of Owned Media, Acronym
Matt Siltala, President, Avalaunch Media (@Matt_Siltala)
Mark Traphagen, Senior Director of Online Marketing, Stone Temple Consulting (@marktraphagen)
Lisa Williams, Director, Digital Marketing Strategy, Search Discovery (@seopollyanna)

Plus Session Track 

Covario

Search Synergy and Efficiency: Closing the Conversion Rate Gap between Paid and Organic Search

It has become more important than ever for today’s search and digital marketers to use data to drive better search marketing and advertising decisions, as well as synergize Paid and Organic search channels to deliver search smarter and more efficiently. Attend this session and hear the experts at Covario present a set of A/B tests carried out onsite at one of their Fortune 500 company clients, which enabled them to close the conversion rate gap between organic search users and paid search users, as well as other search efficiencies. They will review methodology, results, and even client and agency communication methods that proved most efficient and effective.

Speakers:
Steve Beatty, Senior Director of SEO, Covario
Blake Lapides, Senior SEO Strategist Rio SEO, Covario
Nick Morelli, Senior Digital Analyst, Covario

This session is sponsored and produced by Covario. It is open to all SMX Advanced Seattle attendees, including Network Pass holders.

12:15pm-1:45pm
(1 hr 30 min)

Lunch & Expo Hall Time

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

SEO Track


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


Super Session: Enhancing Search Results With Structured Data & Markup

Sponsored by:
(#smx #13A)
Between Google’s Hummingbird algorithm, Knowledge Graph and related changes in search results, search engines are utilizing structured data heavily and marketers are reaping the benefits. Learn how SEOs are implementing Schema.org and related markup such as RDFa, Authorship & Publisher tags, Open Graph and Twitter Cards to generate increased click-throughs to content by displaying deeper site links, multimedia files and more. Panelists will share before and after implementation examples and lift in search traffic as a result.

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

Q&A Coordinator: Bill Hunt, President, Back Azimuth (@billhunt)

Speakers:

Jay Myers, Emerging Digital Platforms Product Manager – Product Recomendations, BestBuy.com (@jaymyers)
Jeff Preston, Senior Manager, SEO, Disney Interactive (@jeffreypreston)
Marshall Simmonds, Founder and CEO, Define Media Group, Inc. (@mdsimmonds)

Paid Search Track


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


Maximizing The Synergy Of Paid Search & Social

Sponsored by:
ChannelAdvisor
(#smx #13B)
With paid search and social delivering significant results and accounting for more than half of online advertising budgets, the stakes are high for marketers to understand and harness the synergies between these two channels.

Attend this session for real case studies of how marketers are using paid and social advertising in tandem to reach consumers throughout the funnel and drive sales. We’ll also explore how to track and measure for proper attribution and ongoing optimization.

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

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

Speakers:

Chad Baldwin, Client Partner, Kenshoo
Phoebe Hanley, Ad Manager guru, Social Code
Seth Meisel, Remarketing, R&D and New Opportunities, Walgreens (@SethMeisel)
Marty Weintraub, Founder & Evangelist, aimClear (@aimclear)

Local, Social & Mobile Track

What Advanced SEMs Should Be Doing About Mobile (#smx #13C)
Mobile screen time now exceeds TV in the United States. Fifty percent of paid-search clicks on Google will come from mobile devices in 2015, according to one forecast. Yet many search marketers still treat mobile as an afterthought or secondary medium. That time is over; marketers need to upgrade their mobile strategies and SEM tactics. This session will examine best practices and case studies focused on the use of Enhanced Campaigns and AdWords extensions, mobile bidding and approaches to conversion optimization and tracking. We’ll also discuss managing multiscreen campaigns across devices.

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

Q&A Coordinator: Purna Virji, Director of Communications, Petplan Pet Insurance (@purnavirji)

Speakers:

Jeremy Evans, Regional Vice President, Product Consulting, Marin Software
Anna Hughes, Senior Product Marketing Manager, Microsoft (@hughesanna13)
Jaclyn Jordan, Paid Search Strategist, Wordstream
Reid Spice, VP, Media Strategy, iCrossing (@reidspice)

Plus Session Track 

Page One Power

Link Building And Content Marketing: How They Work Together

The SEO world changes rapidly, and Link Building in 2014 seems more complicated than it was just last year. This session will clarify the confusion, cut through the clutter and give the SEO community a much-needed reality check. Join Jon Ball as he discusses the state of link building in 2014.

Attendees will learn:

  • The Value of Links
  • How to Approach any Link Building Project
  • How Link Building and Content Marketing Work Together
  • Realistic Link Building Strategies
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, including Network Pass holders.

3:00pm-3:30pm
(30 min)

Buzz Sponsored by

aimClear

Refreshments & Expo Hall Time

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

SEO Track


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


25 Link Acquisition & Auditing Issues For The Advanced SEO

Sponsored by:
(#smx #14A)
Discover fresh new ideas for earning high quality links, including content development and PR-based strategies to drive meaningful citations and build authority. Panelists will also address critical topics such as what constitutes good vs. ‘bad links’, what to do if you’ve been hit with a link penalty, how to disavow links and how to be proactive about link auditing and risk assessment.

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

Q&A Coordinator: Jaclyn Jordan, Paid Search Strategist, Wordstream

Speakers:

Prashant Puri, CEO & Co-Founder, AdLift (@puriprashant)
Kaila Strong, Senior Director of SEO Services, Vertical Measures (@cliquekaila)
Rob Woods, Consultant, Rob Woods Consulting (@robdwoods)

Paid Search Track


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


PLA To Pay: Maximizing Profits With Product Listing Ads

Sponsored by:
ChannelAdvisor
(#smx #14B)
Product Listing Ads – search ads that include more detailed information, such as product image, price and merchant name – have been a godsend for marketers, since they provide this information without requiring additional keywords, ad text or cost. The scope of PLA offerings has expanded recently, with many new options available for savvy marketers. Our panelists in this session show you how to get the most from these enhanced ads.

Moderator: Ginny Marvin, Contributing Editor, Search Engine Land (@ginnymarvin)

Q&A Coordinator: Bryant Garvin, Dr House of PPC, Bryant Garvin Consulting (@bryantgarvin)

Speakers:

Frank Kochenash, VP Client Services, Mercent
Elizabeth Marsten, Vice President of Search Marketing, Portent, Inc. (@ebkendo)
Jay Stampfl, Client Services Manager, 3Q Digital (@3QDigital)

Local, Social & Mobile Track


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


What Advanced SEOs Should Be Doing About Mobile (#smx #14C)
At SMX West, Matt Cutts went on record saying he “wouldn’t be surprised” if mobile search exceeded desktop queries this year. Are you ready?

This session will address the technical “how-tos” on making your site mobile friendly while ensuring you won’t risk losing your hard-earned rankings — or getting tripped up on new, unforeseen penalties — as we move into the new world of responsive design and location-aware ranking algorithms.

Moderator: Barry Schwartz, News Editor, Search Engine Land, RustyBrick (@rustybrick)

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

Speakers:

Cindy Krum, CEO, MobileMoxie (@suzzicks)
Michael Martin, Senior SEO Manager, Covario
Maile Ohye, Senior Developer Programs Engineer, Google Inc. (@maileohye)
Jim Yu, CEO, Brightedge

Plus Session Track 

Marchex

How Brands Are Using Call Analytics to Win At Mobile Search

For advertisers that use Google call extensions, call analytics is necessary to optimize keywords and campaigns. Learn from a panel of search experts that manage the search efforts for Fortune 500 advertisers and how they are using advanced call analytics to make better advertising decisions and win at mobile search.

Speakers:
Matt Marshall, Director of Search Marketing, DigitasLBi
Derek McKenzie, Group Search Director, Mediacom
Tedd Post, Search Supervisor, Havas Worldwide
John Busby, Senior Vice President, Marchex Institute

This session is sponsored and produced by Marchex. It is open to all SMX Advanced Seattle attendees, including Network Pass holders.

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

Buzz Sponsored by

aimClear

Refreshment Break

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

You&A With Matt Cutts
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. Bring your questions and don’t miss this exclusive SMX Advanced event!

6:00pm – 7:00pm
(1 hr)
Sponsored by:
Invoca
Kenshoo

Expo Hall Reception


SMX Expo Hall Reception

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

7:30pm – 9:00pm
(1.5 hrs)

Janes of Digital


SMX Advanced 2014 - Janes of Digital

Sponsored by
Bing

A celebration of women in search and digital. Janes of Digital is a gathering for women who work in the search and digital space and want to support and encourage each other with a cocktail in hand. The event, taking place at the Seattle Aquarium, includes beverages, snacks, and a discussion panel. Networking pass holders welcome. Learn more here.

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

SMX After Dark 2014


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.