SMX East 2014 Full Conference Agenda October 1

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SMX East Agenda – October 1, 2014Expo Hall Hours: 10:00am – 4:00pm

7:00am-9:00am
(2 hr)

Breakfast & Registration

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

SEO Track

What Is Hummingbird & The Entity Search Revolution? (#smx #21A)
Google retooled its search engine a few months ago, introducing a new system called “Hummingbird” that moves beyond keyword search and into “entity search.” At this session, you’ll learn the difference between entity vs. keyword search on both Google and Bing, and how SEOs can – and should – take advantage of this change.

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

Speakers:

Warren Lee, VP marketing , Lee
Bill Slawski, Director of Search Marketing, Go Fish Digital
Marcus Tober, CTO, Searchmetrics Inc

Paid Search Track

Breathing New Life Into A Tired Paid Search Campaign

Sponsored by:
(#smx #21B)
So you’ve inherited a paid search campaign that’s been mostly effective, but over the years has morphed and grown into a somewhat disorganized mess. Now it’s your job to optimize and re-architect the campaign for maximum effectiveness, taking advantage of new ad formats, extensions, enhanced campaigns and other changes. This session takes a close look at optimizing existing paid search efforts, considering everything from campaign design, to testing, execution and measurement.

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

Speakers:

Julie Friedman Bacchini, President, Neptune Moon (@NeptuneMoon)
John Lee, Managing Partner, Clix Marketing (@john_a_lee)
Susan Waldes, SVP Client Services, Five Mill

Local & Mobile Track

What SEOs Should Be Doing With Mobile (#smx #21C)
On the small screen, ranking high is critical, and using conventional desktop SEO techniques won’t cut it. Google is explicit in its advice: be sure to correctly map and optimize your site for mobile users and their intent rather than taking a one-size-fits-all approach. Should you use responsive design, dynamic content, or distinct mobile URLs? In this session, you’ll get answers to these questions and the fresh tactics you need to maximize the enormous mobile search opportunity.

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

Speakers:

Gary Illyes, Webmaster Trends Analyst for Google Switzerland, Google
Cindy Krum, CEO, MobileMoxie (@suzzicks)
Michael Martin, SEO Manager, Covario (@mobile__martin)
Jim Yu, CEO, BrightEdge (@jimyu)

Ad Agency & CMO Track

Ad Agencies & SEM (#smx #21D)
In a PowerPoint-free panel discussion, SEMs at traditional and digital agencies will talk about the managing paid search for large brands. We’ll discuss the challenges and opportunities unique to running SEM in an ad agency, including client and inter-agency communication, training and recruitment, winning support for and managing paid search campaigns in an integrated fashion, running performance and brand campaigns and more. Lessons learned will help others within agencies, as well as brands who deal with agencies or dedicated SEM firms that interact with brands and other agencies.

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

Speakers:

Jason Hartley, Group Media Director, Search Marketing Practice Lead, 360i
Jonathan Kagan, Sr Director of Search & Biddable Media, Results Digital
Hamid Saify, VP, Search Marketing & Auction Media, Deutsch LA (@hamidsaify)

10:15am-10:45am
(30 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)

SEO Track

25 Smart Examples Of Structured Data You Can Use Now (#smx #22A)
Search engines are using structured data and marketers are reaping the benefits. Learn how other SEOs are implementing Schema.org and related markups such as RDFa, Good Relations vocabulary, Authorship and Publisher tags to increase click-through by displaying deeper site links and multimedia files. We’ll also look at emerging semantic web standards. Panelists will share before and after implementation examples and the resulting lift in search traffic.

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

Speakers:

Mike Arnesen, SEO Team Manager, SwellPath (@mike_arnesen)
Justin Briggs, Sr. Manager, Organic Marketing, Getty Images (@justinrbriggs)
Samuel Edwards, Online Media Strategist, Tenthwave Digital (@samuel_quincy)

Paid Search Track

Creating, Testing & Optimizing Paid Search Ads

Sponsored by:
(#smx #22B)
Want to write the best ads the world has ever seen, and then prove you’ve done it? This session focuses on the process of designing, implementing and measuring the results of paid search tests. Key topics will include what can and cannot be tested, how to design robust tests and identify all the biases and underlying problems of testing PPC campaigns. Our panelists will talk about process and illustrate with case studies how to design a test for most effective keywords, bid levels, messaging, landing pages and other higher-level business questions that you must have answers for to successfully implement paid search.

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

Speakers:

Carrie Albright, Account Manager, Hanapin Marketing
Brad Geddes, Founder, Certified Knowledge (@bgtheory)
Jake Stewart, Sr. Product Manager, Adlucent

Local & Mobile Track

What SEMs Should Be Doing With Mobile (#smx #22C)
With mobile traffic estimated to account for as much as 30% of all internet traffic, it’s foolhardy for advertisers to ignore mobile users. But what’s the best way to attract and convert mobile users? Text-based ads or display ads? Click-to-call offers? And what about targeting, by device, by location, or even by demographics of users on specific carriers? This session explores the rich opportunities available for advertisers seeking to engage with the mobile user.

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

Speakers:

Jonathan Kagan, Sr Director of Search & Biddable Media, Results Digital
Nick Lindauer, VP, Operations, Forthea
Leo Polanowski, Head of Client Services, Americas, Yahoo
Susan Waldes, SVP Client Services, Five Mill

Ad Agency & CMO Track

Ad Agencies & SEO (#smx #22D)
How do you approach SEO within a traditional ad agency? This panel of agency-based SEOs will address topics such as winning support for SEO within the agency and with clients, getting search engine optimization better integrated into an overall marketing campaign, the challenges of implementation and more. Lessons learned will help others within agencies, as well as brands who deal with agencies or dedicated SEO firms that interact with brands or ad agencies.

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

Speakers:

Hillary Glaser, SEO Manager, Lowe Campbell Ewald (@hilly293(Q&A Speaker)
Hamid Saify, VP, Search Marketing & Auction Media, Deutsch LA (@hamidsaify)

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)

SEO Track

Conquering Today’s Technical SEO Challenges (#smx #23A)
In this session, panelists will explore some of the most complex issues in today’s responsive publishing world. 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 the site. Covering everything from canonicals, crawl priority, AJAX, HTML5, rel next and prev tags, to dynamic URL management and pagination topics, this session will showcase best practices and provide a practical guide to technical SEO.

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

Speakers:

Mark Munroe, Director SEO , Trulia
Anthony Piwarun, Practice Lead, Search & Content, Zeon Solutions (@apiwarun)
Matt Storms, Independent Consultant, Independent Consultant

Paid Search Track

A Deep Dive Into Bidding Strategies & Bid Modifiers

Sponsored by:
(#smx #23B)
You pay when users click on your search ads. But not all clicks are equal when calculating ROI. In this session, you’ll learn to maximize the return on your paid search campaigns by using modifiers that automatically change bids by various dimensions, such as time of day, geography, and device type.

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

Speakers:

Lauryan Feijen, Online Advertising Strategist, iProspect
Ian Lopuch, Vice President, Customer Acquisition, eHealth
Jay Stampfl, Account Director, 3Q Digital (@3QDigital)

Local & Mobile Track

Attribution Success In The Age Of Mobile (#smx #23C)
How do you assign credit to ads when a consumer may have seen the ad on a desktop computer, smartphone, tablet or other mobile device? How do you keep track of these multiple touch points? More importantly, how do you allocate the “influence” each type of ad may have had on a purchase decision? With the proliferation of mobile usage, accurate attribution is more important than ever, and this session shows you how to do it right.

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

Speakers:

Will Crew, Director of Strategic Projects, Kenshoo
Bill Dinan, President, Telmetrics (@Telmetrics)
David Perez, Vice President of Sales, Convertro (@convertro)
Adrian Vender, Director of Analytics, Internet Marketing Inc.

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)

SEO Track

Earning Authority: Successful Link Acquisition & Auditing Advice (#smx #24A)
The content marketing professionals on this panel will share actionable techniques and tactics to earn high quality links and meaningful citations, the kind that improve search relevancy while simultaneously attracting a qualified audience. Attendees will also learn how to be proactive about link auditing and risk assessment, how to streamline link evaluations, and the steps required to effectively manage link disavow processes when clean-up is necessary.

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

Speaker:

Jason White, Director of SEO, DragonSearch

Paid Search Track

Boosting Reach & Performance With Bing Ads

Sponsored by:
(#smx #24B)
Bing Ads continues to evolve. And while Bing and Google AdWords function similarly, there are several tools and controls unique to Bing Ads and the Yahoo Bing Network audience. Learn how to maximize your efforts with Bing Ads. In this session, you’ll hear from seasoned experts who will share specific techniques to help you get more out of the platform, expand your reach and boost your campaign performance.

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

Speakers:

Paul Corkery, Senior Program Manager, Microsoft (@c0rk)
Jake Hoopes, Director of Product Development, Showroom Logic (@JacobHoopes)
Rebekah Schelfhout, Group Head – Search, Periscopix

Local & Mobile Track

Let’s Talk Local Search: Super Therapy Session For Advanced Local Marketers (#smx #24C)
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)

Speakers:

Mary Bowling, SEO, Optimized! (@MaryBowling(Q&A Speaker)
Mike Ramsey, President, Nifty Marketing (@niftymarketing(Q&A Speaker)
Phil Rozek, Owner, Local Visibility System, LLC
Will Scott, President, Search Influence (@w2scott(Q&A Speaker)

Ad Agency & CMO Track

Tough Love: What I Wish CMOs Knew About Search Marketing (#smx #24D)
Few, if any, CMOs have a deep understanding of search marketing. That means communicating the value of your search marketing efforts is your responsibility. In this no-holds-barred discussion, our panelists will address the challenges they face working “in the trenches,” and offer advice on how to convince your CMO – and other lead executives – that a comprehensive, unified search marketing plan is the best way to keep your brand thriving and deliver business results

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

Speakers:

Tom Alison, Managing Director, Vincodo
Hillary Glaser, SEO Manager, Lowe Campbell Ewald (@hilly293)
Purna Virji, Director of Communications, Petplan Pet Insurance (@purnavirji)

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

Refreshment Break

5:00pm-6:00pm
(1 hr)
Keynote Room Sponsored by:
RKG

Keynote Conversation: Jonah Peretti, Founder & CEO of BuzzFeed
Since launching in 2006, BuzzFeed has developed into a phenomenon. From quizzes to listicles to long-form content, BuzzFeed continues to attract attention as a place with success lessons for other publishers and brands. In this keynote conversation, BuzzFeed’s founder and CEO Jonah Peretti will talk with Search Engine Land founding editor Danny Sullivan about how his publication has pioneered viral content, makes use of social media, the new wave of brands and native advertising, where search marketing fits into the mix and more.

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

Editorial & Sponsored Sessions

The vast majority of sessions at SMX are "editorial" ones, where speakers have been selected based on the quality of their content, and the session is organized by the SMX programming team. Editorial sessions do not have paid spots, no speaking slots are sold.

The Plus Session Track offers sessions that are paid speaking slots, where the content is produced by the sponsor themselves. These sessions are open to those with full conference passes and those with Expo+ passes. Solution Spotlights are brief paid introductions given by sponsors and exhibitors.

Track Sponsors have their company associated with a particular track, in the way that sponsors also are associated with the entire show. However, Track Sponsors do not program a track or have any editorial speaking slots on it. Similarly, show sponsors do not influence or control the overall editorial sessions.