SMX East Agenda – October 2, 2013Expo Hall Hours: 10:00am – 4:00pm

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

Breakfast & Registration

9:00am-10:00am
(1 hr)
Keynote Room Sponsored by:
RKG

Keynote Conversation: Richard Alfonsi, Twitter
When events happen in the world, the conversations around those moments unfold on Twitter. Marketing has always been about winning the “now” moment, and Twitter lets marketers be part of those moments the instant they happen because of its live, unfiltered, public, and widely distributed nature. Richard Alfonsi, vice president of global online sales for Twitter, will talk with Search Engine Land founding editor Danny Sullivan about topics ranging from Twitter’s latest ad opportunities, including the ability to target people who are tweeting about TV shows as they watch, tapping into trends as they unfold on Twitter, and of course, ways search marketers can use interests and keyword-targeting to reach the right audience at the right time.

(open to Expo+ pass holders)
What’s this?

10:00am-10:45am
(45 min)
Expo Hall Sponsored by:
Stone Temple Consulting
Refreshments, Expo Hall & SMX Theater Time

(open to Expo+ pass holders)
What’s this?

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

Semantic SEO Track


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


Why Structured Data & Semantic SEO Are Important (#smx #21C)
Structured data and semantic SEO are hot topics in the search marketing community, and for good reason. Structured data is the next big step in organizing the web, making it easier for search engines to deliver more relevant results. And semantic SEO is all about using that structure to maximum advantage for search visibility and helping your customers find what they’re looking for. In this session, our panelists offer an introduction to all of the programs, standards and techniques you need to get started with this next-gen approach to optimizing your content.

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

Q&A Coordinator: Annie Cushing, SEO and Analytics Consultant, Annielytics.com (@AnnieCushing)

Speakers:

Mike Arnesen, SEO Team Manager, SwellPath (@mike_arnesen)
Aaron Bradley, Internet Marketing Manager, InfoMine, Inc (@aaranged)
Jon Henshaw, Co-Founder & Chief Product Officer, Raven Internet Marketing Tools (@RavenJon)

Business Issues Track


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


Prioritizing Your Search Marketing Efforts (#smx #21B)
SMX is great for learning new tactics and techniques. But when you get back to your office…fired-up and ready to roll… what should you tackle first? Which projects will have the greatest impact on success? Which are easy to implement and achieve results quickly? And which are the more complex tasks that yield results long-term? Veteran search marketers share how they prioritize and plan in this session.

Moderator: Amy Gesenhues, General Assignment Correspondent, Search Engine Land (@amygesenhues)

Q&A Coordinator: Rhea Drysdale, CEO, Outspoken Media, Inc. (@Rhea)

Speakers:

Andy Atkins-Kruger, Group CEO, WebCertain (@andyatkinskruge)
Sean Quadlin, Senior Account Manager, Hanapin Marketing (@seanquadlin)

SMX Advanced Track


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


Top Social Tactics For Search Marketers (#smx #21A)
Integrating your search and social media efforts can dramatically improve 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: Michelle Stinson Ross, Director of Social Marketing, Digital Always Media (@SocialMichelleR)

Speakers:

Annalise Kaylor, Associate Creative Director, aimClear (@annabelleblue)
Debra Mastaler, Link Building Specialist, Alliance-Link (@debramastaler)
Mark Traphagen, Director of Digital Outreach, Virante, Inc. (@marktraphagen)

Local & Retail Track


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


Must Have Local Search Tactics

Sponsored by:
(#smx #21D)
If you cater to a local clientele, local search is an essential channel. But optimizing for local search is messy, with a multitude of options, variations and alternatives. Don’t waste time piecing together this multi-layered puzzle. In this session, our local search experts will reveal the tactics and best practices for getting your business found when and where people are searching for you.

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

Q&A Coordinator: Jason White, Senior SEO Strategist, DragonSearch (@sonray)

Speakers:

Dana DiTomaso, CEO, Kick Point Inc. (@danaditomaso)
David Mihm, Director of Local Search Strategy, Moz (@davidmihm)
Chris Silver Smith, President, Argent Media (@si1very)

Google Solutions For A Constantly Connected World

Learn With Google

Supercharging AdWords Campaigns with Profit-Maximizing Strategies

Constant connectivity presents marketers with millions of new moments to reach your customers every day, but it can also make the economics of the search auction difficult to predict. Make the auction work for you by adopting bid & budget strategies that do the right thing for your business no matter what’s happening in the auction. Attendees will learn how to most effectively reach customers, derive more value with a profit-driven strategy, and make better marketing investments by measuring the full value of search marketing.

Matt Lawson, Director of Performance Ads Marketing, Google

This session is sponsored and produced by Learn With Google. It is open to all SMX East attendees, including Expo+ Pass holders.

Plus Session Track 

Page One Power

Link Building That Makes Sense

Building links is the “power” behind SEO but with all of the changes to the algorithm it can seem daunting to figure out what to do and how to do it! Never fear, there are a set of principles that you can implement that will allow you to not worry about the upcoming changes. In this session Jon Ball, CEO of Page One Power link building, will unroll these principles in an informative and entertaining way. These simple but vital principles have taken his business from a two man shop to over 100 link builders building white hat links for world class brands and mom and pop shops all over the globe. This is a not to miss session that will give you a solid foundation in your link building efforts.

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 East attendees, including Expo+ Pass holders.

Noon-1:30pm
(1 hr 30 min)
Expo Hall Sponsored by:
Stone Temple Consulting

Lunch, Expo Hall & SMX Theater

(open to Expo+ pass holders)
What’s this?

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

Business Issues Track


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


Choosing A Digital Marketing Agency (#smx #22B)
Many marketers opt to work with an agency to manage some or all of their digital marketing initiatives. But it can difficult to know which agencies are reliable and are a good fit with other key stakeholders. In this session, speakers who have hired and manage agencies share the key questions you should be asking, how to build a healthy working relationship, and what to do when things go awry.

Moderator: Claire Schoen, Vice President, Marketing Services, Third Door Media, Inc. (@dmktingdepot)

Q&A Coordinator: Rhea Drysdale, CEO, Outspoken Media, Inc. (@Rhea)

Speakers:

Andy Atkins-Kruger, Group CEO, WebCertain (@andyatkinskruge)
Karen Burka, Senior Consultant, Digital Marketing Depot
David Roth, VP Marketing, Realtor.com (@daverothsays)

Semantic SEO Track


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


Structured Data Superstars (#smx #22C)
The Schema.org protocol allows webmasters to embed structured data into web pages, providing search engines with explicitly defined information that then can be used as ranking signals and sometimes displayed in search results. Our panelists on this session show examples of how they’ve effectively used structured data to improve search visibility for articles, movies, products, local business information and more.

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

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

Speakers:

Warren Lee, SEO Manager, Adobe (@seocubed/a>)
Evan Sandhaus, Lead Architect, Semantic Platforms, NY Times (@kansandhaus)
Chris Silver Smith, President, Argent Media (@si1very)

SMX Advanced Track

Extreme Excel Excellence (#smx #22A)
Your search marketing toolkit is full of powerful gizmos, each with its own special purpose and unique value. But for most of us, Microsoft Excel is likely your go-to workhorse. This simple yet powerful tool is literally the invaluable Swiss army knife for marketers, letting you slice and dice your campaign data in virtually unlimited ways. You’ll leave this session with power-user tactics and tips to get the most from Excel.

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

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

Speakers:

Annie Cushing, SEO and Analytics Consultant, Annielytics.com (@AnnieCushing)
John Gagnon, Bing Evangelist, Microsoft (@jmgagnon)
Brett Snyder, Director, Search Engine Optimization, Nebo Agency (@BrettASnyder)

Local & Retail Track

Maximizing Sales On Amazon & eBay

Sponsored by:
(#smx #22D)
Amazon and eBay are two of the largest online retailers in the world, offering vast audiences for merchants. With consumers becoming more sophisticated at purchasing online, marketers need to know how to optimize their products on these platforms. You’ll leave this session with real-world-proven tactics for Amazon and eBay’s search algorithms that get results.

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

Q&A Coordinator: Wayne Sleight, Director of Client Services, 97th Floor (@waynesleight)

Speakers:

Frank Kochenash, VP Products and Services, Mercent
Anthony Verre, Associate Director of Search, Rockfish Interactive (@tonyverre(Q&A Speaker)
Hugh Williams, Vice President of Experience, Search, and Platforms, eBay (@hughewilliams)

Google Solutions For A Constantly Connected World

Learn With Google

Make Your Website Work Across Multiple Devices

How many times have you started reading an email on your phone while commuting, and then continued reading on your laptop when you got home? Or perhaps you saw a commercial for a new car, and then used your tablet to search for the specs and see it in action? If these things sound familiar, that’s because they’re all part of the new norm in multi-screen behavior. Businesses that allow users to interact with their web presence in all circumstances and on all devices are able to generate more engagement. In this session, Product Marketing Manager Nabil Haschemie explains how to approach multi-screen for your business, how to offer great user experiences and how to avoid common mistakes

Nabil Haschemie, Product Marketing Manager, Google

This session is sponsored and produced by Learn With Google. It is open to all SMX East attendees, including Expo+ Pass holders.

2:45pm – 3:30pm
(45 min)
Expo Hall Sponsored by:
Stone Temple Consulting
Refreshments & Expo Hall & SMX Theater Time (Expo Hall Closes at 4:00pm)

(open to Expo+ pass holders)
What’s this?

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

Business Issues Track


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


Scaling Your Search Marketing Efforts: Agency Edition (#smx #23B)
As agencies grow and acquire new customers, a universal challenge is how to scale the business. What kinds of people do you need, and how do you identify the necessary resources? How do you ensure that your tools, processes and reporting can scale along with you, and not hold you back? In this session, seasoned veterans talk about how they scaled their own agencies and share best practices for anyone trying to climb the growth curve.

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

Q&A Coordinator: Rhea Drysdale, CEO, Outspoken Media, Inc. (@Rhea)

Speakers:

Marc Poirier, EVP, Acquisio (@marcpoirier)
Wayne Sleight, Director of Client Services, 97th Floor (@waynesleight)
Phillip Thune, CEO, Textbroker International (@textbroker)

Semantic SEO Track

Authorship: Step-By-Step & Troubleshooting (#smx #23C)
Authorship – the ability of a search engine to recognize and associate an author with his/her published work – has emerged as an important ranking factor and a way that search engines combat spam. Our experts will explain how to properly set up authorship to trigger author headshots and related rich snippets in search results, and discuss common authorship implementation errors and how to correct them.

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

Q&A Coordinator: Mark Traphagen, Director of Digital Outreach, Virante, Inc. (@marktraphagen)

Speakers:

John Carcutt, Director of SEO and Social Media, Advance Digital (@johncarcutt)
Janet Driscoll Miller, President and CEO, Search Mojo (@janetdmiller)
Pierre Far, Webmaster Trends Analyst, Google (@pierrefar)
John Shehata, Executive Director of Search, Social Media, ABC News (@JShehata)

SMX Advanced Track

Leveraging Big Data In Search Marketing (#smx #23A)
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: Purna Virji, Senior Marketing Manager, Stroll (@purnavirji)

Speakers:

Jon Baron, CEO and Co-founder, TagMan (@TagManJon)
Marty Weintraub, Founder & Evangelist, aimClear (@aimclear)
Hugh Williams, Vice President of Experience, Search, and Platforms, eBay (@hughewilliams)

Local & Retail Track


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


The Holidays And PLAs

Sponsored by:
(#smx #23D)
Product Listing Ads (PLAs) are a unique ad format that can include specific product information like an image, title, price, promotional message, and your store or business name. They also appear in their own box on Google search, standing out separately from text ads. This session looks at how to best use PLAs, just in time to maximize holiday season sales.

Moderator: Brad Geddes, Founder, Certified Knowledge (@bgtheory)

Q&A Coordinator: Elizabeth Marsten, Director of Search Marketing, Portent, Inc. (@ebkendo)

Speakers:

Ethan Batraski, VP of Product Management & Customer Success, Adchemy (@ethanjb)
Heather Cooan, Director, Client Services, Clix Marketing (@HeatherCooan)
Michael Griffin, CEO, Adlucent (@Adlucent)
Shawn Salmon, Global Search and Shopping Lead, Google

Google Solutions For A Constantly Connected World

Learn With Google

Speed and Strategies To Win in a Constantly Connected World

Join the DoubleClick team to learn how the largest agencies and search marketers are navigating some of the most complex problems in search marketing today. From tying campaigns with real-time inventory levels to adapting for seasonality and unexpected events, attendees will hear about the newest use cases and proof points for search marketing success.

Speakers:
Casandra Jones, Account Supervisor, iProspect, Google
Matthew Eichner, Head of DoubleClick Search, DoubleClick, Google

This session is sponsored and produced by Learn With Google. It is open to all SMX East attendees, including Expo+ Pass holders.

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

Refreshment Break

5:00pm – 6:15pm
(1 hr 15 min)
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Semantic SEO Track

The Coming "Entity Search" Revolution (#smx #24C)
We’re used to thinking of search as a keyword-based activity, which usually works well unless your search term has multiple meanings. "Entity search" helps resolve language-based ambiguities by creating a database of facts about specific, unique entities (people, places, businesses, events, etc). Google’s Knowledge Graph is an example of entity search, and how real estate on result pages is now allocated. Our expert panel will discuss the impact of entity search on SEO tactics, and what you need to prepare for as this trend accelerates.

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

Q&A Coordinator: Ric Dragon, CEO, Dragon Search (@ricdragon)

Speakers:

David Amerland, Author, Speaker, Analyst., David Amerland (@David Amerland)
Jonathan Goodman, President, Halyard Consulting (@halyardconsult)
Reva McEachern, Principal Technologist, REVA Digital Media LLC (@revadigital)

SMX Advanced Track


Solution Spotlight by Textbroker (5:00-5:05)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


Think You Know Good Content? Fuggedaboutit. Here’s What Really Counts (#smx #24A)
Content is king, and the search engines reward it. Great content goes viral, attracting links, likes, tweets and other online love. Simply put, great content is… well… how should we define "great" content? Shakespeare? Or silly shake videos? In this session our panelists skewer the myths of what some call "great" content and offer solid tips for creating content that’s fundamentally satisfying for both users and search engines.

Moderator: Rhea Drysdale, CEO, Outspoken Media, Inc. (@Rhea)

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

Speakers:

Eric Enge, CEO, Stone Temple Consulting (@stonetemple)
Heather Lloyd-Martin, President and CEO, SuccessWorks Search Marketing (@heatherlloyd)
Amy Vernon, Head Honcho, Amy Vernon LLC (@amyvernon)

Local & Retail Track

Improve Your PPC Results With Images, Offers & Other Ad Extensions

Sponsored by:
(#smx #24D)
Make your ads more compelling by including your location and phone number, product images, links to pages on your site and special offers…all at no additional cost. Attend this session and get more customers by implementing ad extensions for Bing and Google.

Moderator: Andrew Goodman, President, Page Zero Media (@andrew_goodman)

Q&A Coordinator: Joseph Kerschbaum, Senior Client Strategist, 3Q Digital (@joekerschbaum)

Speakers:

Brad Geddes, Founder, Certified Knowledge (@bgtheory)
Emily Rucker, Director, Search & Social, DWA Media
Tara Siegel, Director of Paid Search- PepperJam, eBay Enterprise Marketing Solutions (@TSiegel21)

Google Solutions For A Constantly Connected World

Learn With Google

Engaging With Your Audience in Anywhere, Anytime, On Any Device

Today’s consumers no longer move smoothly along the purchase funnel. Instead of a linear process, it’s more of a journey. They are constantly connected – using search, online reviews, online newspaper and magazine articles to make purchase decisions. In this session, learn how to use Google Display to target your audience in the right context and deliver tailored ads that resonate with consumers and turn them into customers.

This session is sponsored and produced by Learn With Google. It is open to all SMX East attendees, including Expo+ Pass holders.

7:00pm-11:00pm
(4 hrs)
SMX After Dark

Join us for the SMX After Dark Charity Party sponsored by Yext and benefitting the Boomer Esiason Foundation Fighting Cystic Fibrosis.


Don’t miss this evening for great conversation with the SMX community, cocktails, food from local eateries and music. See the details here.