SMX Advanced Seattle 2014 Full Conference Agenda
Day 2: June 12, 2014

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SMX Advanced Seattle Agenda – June 12, 2014 – Expo Hall Hours: 10:00am – 2:00pm

8:00am-9:00am
(1 hr)

Breakfast & Registration

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

Multiple

Cortana & The Predictive Search Future (#smx #2KEY)
Move over Siri and Google Now. Microsoft has a new competitor in town: Cortana powered by Bing the personal digital assistant that is part of the new Windows Phone 8.1 platform. Cortana is modeled after a real-life assistant, designed to understand someone’s interests and needs, and with permission, predict and provide information that is helpful and actionable. Is the future of search never having to search at all? In this keynote discussion, members of the Bing and Windows Phone team will discuss that and other ways predictive search and digital assistants like Cortana are changing the way we seek.

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

Speakers:

Marcus Ash, Group Program Manager, Windows Phone, Microsoft
Rob Chambers, Group Program Manager, Applications and Services Group, Microsoft Research (Q&A Speaker)

Learn with Google

Learn With Google

Win The Digital Shelf: Optimize Your Product Listing Ads

Consumers today are shopping anywhere, anytime and across all devices. Retailers have an opportunity to connect with these consumers and promote their products online. In this session, we'll share best practices on how to effectively win the digital shelf with an optimized data feed and a Shopping campaign, the new campaign type for Product Listing Ads.

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

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

Buzz Sponsored by

aimClear

Refreshments & Expo Hall Time

10:45am-Noon
(1 hr 15 min)

SEO Track


Solution Spotlight by Bruce Clay, Inc. (10:45-10:50)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


Technically Speaking: Advanced Technical SEO Issues

Sponsored by:
(#smx #21A)
Forget title tags, keyword research, writing content and links. In this session our panelists will explore some of the most complex issues with advanced SEO. We’ll explore how to manage large sites with complex databases and tons of content, ensuring that Google can efficiently crawl, index and rank all the pages on your site. From canonicals, crawl priority, rel next and prev to dynamic URL management and pagination topics, we will cover the best practices and the technical how-tos.

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

Q&A Coordinator: Rob Woods, Consultant, Rob Woods Consulting (@robdwoods)

Speakers:

Bill Hunt, President, Back Azimuth (@billhunt)
Maile Ohye, Senior Developer Programs Engineer, Google Inc. (@maileohye)
Eric Wu, VP, Growth & Product, SpinMedia (@eywu)

Paid Search Track

Conversion Rate Rockstars

Sponsored by:
ChannelAdvisor
(#smx #21B)
Dynamic landing page testing and tuning. Persona development. Search funnel and user navigation path sculpting. Attribution modeling. These and other tasks are becoming increasingly important for search marketers striving to achieve their ultimate goal of customer conversion – getting website visitors to take action by buying, registering, downloading, calling – or whatever your desired outcome may be. The conversion rockstars on this panel show you how to get inside your visitors’ brains and create an experience that satisfies their needs by leading them seamlessly from search to ultimate conversion.

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

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

Speakers:

Feras Alhlou, Co-Founder/Principal Consultant, E-Nor (@ferasa)
Chris Goward, Co-Founder & CEO, WiderFunnel (@chrisgoward)

Content & Conversion Track


Solution Spotlight by gShift Web Presence Analytics (10:45-10:50)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


Creating Blockbuster Content (#smx #21C)
Google’s prime directive is “create good content.” But a piecemeal approach to creating content won’t cut it. You need a comprehensive content creation strategy to deliver the value that justifies the time, money and effort. Our speakers will share content creation tactics that have made them successful. You’ll learn winning approaches for developing, re-purposing and maximizing the value from content, along with the metrics to measure and demonstrate your success.

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

Q&A Coordinator: Mark Traphagen, Senior Director of Online Marketing, Stone Temple Consulting (@marktraphagen)

Speakers:

Brent Csutoras, Social Media Strategist, Kairay Media (@brentcsutoras)
Arnie Kuenn, CEO, Vertical Measures (@ArnieK)

Learn with Google

Learn With Google

Design With A Mobile Mind: Converting Multi-Screen Consumers

Consumers increasingly rely on the mobile web to research and make purchases, which makes it more important than ever for companies to have an effective mobile presence. How can you best connect with mobile consumers? And what makes for a good mobile site? To answer these questions, Matt Lawson, Director of Marketing for Google Performance Ads, will present new research and mobile site design best practices from Google & AnswerLab.

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

Noon-1:30pm
(1 hr 30 min)

Lunch & Expo Hall Time

1:30pm-2:45pm
(1 hr 15 min)

SEO Track


Solution Spotlight by seoClarity (1:30-1:35)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


Innovative Success Metrics For SEO

Sponsored by:
(#smx #22A)
In a [not provided] world, digital marketers have been challenged to find new methods to quantify and qualify their SEO efforts. Attend this session and discover new methods for gauging audience interest by topic and analyzing user data to inform your search strategy. Speakers will share a variety of measurement tactics including getting executive buy-in, and building reporting dashboards to demonstrate progress, track conversion and ROI metrics from organic search traffic.

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

Q&A Coordinator: Rob Woods, Consultant, Rob Woods Consulting (@robdwoods)

Speakers:

Kerry Dean, Chief Traffic Officer, PMG (@kerrydean)
Cory Haldeman, SEO Manager, VerizonWireless.com (@coryhaldeman)
Jeff Sauer, Founder, Jeffalytics (@Jeffalytics)

Paid Search Track


Solution Spotlight by Marin Software (1:30-1:35)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


Rethinking Retargeting: Top Strategies For Driving Conversions From Key Audiences

Sponsored by:
ChannelAdvisor
(#smx #22B)
Retargeting has quickly evolved and is now an integral part of most advertisers’ marketing plans. And the options continue to proliferate. Speakers in this session will share cutting edge ideas for getting the most out of retargeting campaigns on Google Display, RLSA, FBX, Twitter and other retargeting networks.

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

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

Speakers:

Adam Berke, President and CMO, AdRoll (@adamberke)
Benny Blum, VP Performance Marketing & Analytics, sellpoints (@bennyblum)
Bryant Garvin, Dr House of PPC, Bryant Garvin Consulting (@bryantgarvin)

Content & Conversion Track


Solution Spotlight by BKA Content (1:30-1:35)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


Executing A Flawless Content Marketing Strategy (#smx #22C)
Got content? Now you need to leverage it. This session explores the crucial elements of getting the most from your content marketing strategy, beyond optimizing for the search engines. We’ll explore topics including building authority and trust, advanced social tactics to maximize sharing, and creating conversion funnels that transform content consumers into customers and fans.

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

Q&A Coordinator: Mark Traphagen, Senior Director of Online Marketing, Stone Temple Consulting (@marktraphagen)

Speakers:

Chris Bennett, CEO & Founder, 97th Floor (@chrisbennett)
David Roth, VP Marketing, Realtor.com (@daverothsays)
Purna Virji, Director of Communications, Petplan Pet Insurance (@purnavirji)

Learn with Google

Learn With Google

Keywords, Ads And Quality Score: Rethinking The So-Called Basics Of Paid Search

Critical parts of a user’s journey in AdWords are almost taken for granted at times. With so many new features being released to improve AdWords, it’s easy to overlook your keywords or your ads. However, they’re the foundation of your account and the ultimate deciding factor of account success (which isn’t always reflected in your Quality Scores). After working extensively with the people that built and maintain AdWords, the Best Practices marketing team will be presenting Google’s point of view about what truly makes for a healthy account.

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

2:45pm-3:00pm
(15 min)

Buzz Sponsored by

aimClear

Refreshment Break

3:00pm-4:15pm
(1 hr 15 min)

SEO Track


Solution Spotlight by Conductor (3:00-3:05)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


Ask The SEOs

Sponsored by:
(#smx #23A)
Join us for PowerPoint free, no-holds bar discussion with veteran search engine optimization experts who’ll explore the big issues and take audience questions. There will be a conversation among panelists on some of the biggest issues – along with some debate – plus plenty of time for the audience to challenge them with questions and come away with innovative solutions.

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

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

Speakers:

Greg Boser, Independent, Consultant (@GregBoser(Q&A Speaker)
Rae Hoffman, CEO, PushFire (@sugarrae(Q&A Speaker)
Jeff Preston, Senior Manager, SEO, Disney Interactive (@jeffreypreston(Q&A Speaker)
Marshall Simmonds, Founder and CEO, Define Media Group, Inc. (@mdsimmonds)

Paid Search Track


Solution Spotlight by Bing (3:00-3:05)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


Amazing Paid Search Tactics & Tools

Sponsored by:
ChannelAdvisor
(#smx #23B)
By some estimates, there have been 1000+ changes to AdWords and Bing Ads in the past year. Last year’s tactics will only give you last year’s results. Don’t let your PPC campaigns move backwards – come learn from top experts what amazing new tactics, tools, tips and secret sauce will enable you to manage your campaigns to higher levels of performance this year. This session presents the best of the best of the best – it’s what makes it a perennial SMX Advanced favorite!

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

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

Speakers:

Heather Cooan, Director, Client Services, Clix Marketing (@HeatherCooan)
Steve Hammer, President, RankHammer (@armondhammer)
Larry Kim, Founder & CTO, WordStream (@larrykim)
Jennifer Slegg, Owner, JenSense (@jenstar)

Content & Conversion Track


Solution Spotlight by Kenshoo (3:00-3:05)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


Attribution Success In The Age Of Mobile (#smx #23C)
From tracking the influence of online marketing to offline purchase activities, to understanding multi-screen habits and cross-channel campaign influences, marketers face greater attribution challenges than ever before, even with more tools at their disposal. This session will show how marketers are successfully tracking and the attributing the impact of their digital campaigns using Google and other tools to make better strategic decisions and outsmart their competition.

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

Q&A Coordinator: Eric Wu, VP, Growth & Product, SpinMedia (@eywu)

Speakers:

Rob Cooley, CTO, OptiMine Software (@OptiMineInc)
Cody Kunning, Manager SEM, Marchex (@codykunning)
Soren Ryherd, President, Working Planet

Learn with Google

Learn With Google

Attribution Strategies To Inform Your Search & Digital Advertising Investments

Today's consumers seldom move smoothly along the purchase funnel. Instead of a process, it's more of a journey. In this session, learn strategies for using attribution models from DoubleClick Search, DoubleClick Campaign Manager or other Google products to better understand your how your advertising investments turn into conversions.

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

6:00pm – 11:00pm
(5 hrs)

Closing Night Party

Sponsored by

Closing night bash powered by Moz

End your SMX conference with a bang and join us at the Garage (1130 Broadway, Seattle, 98122) for the Closing Night Party sponsored by MOZ. The party will include billiards, bowling, drinks, food and fellow attendees. Bring your badge to get in.