SMX West 2014 Agenda, Wednesday, March 12

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SMX West Agenda – March 12, 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


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


Long-Term SEO: How To Win For Years, Not Days (#smx #21A)
Have you been chasing after one promised SEO shortcut after another? If so, you might be trading off long-term success for short-term gains. In this session, learn how to win SEO in the long-game by having a human touch, building yourself up as an essential brand, embedding SEO within your organization and more.

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

Q&A Coordinator: Casie Gillette, Director of Online Marketing, KoMarketing (@casieg)

Speakers:

Rhea Drysdale, CEO, Outspoken Media (@Rhea)
Eric Enge, CEO, Stone Temple Consulting (@stonetemple)
Mark Munroe, Director, SEO , Trulia

Paid Search Track


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


Keeping Your Edge Sharp: Revisiting Fundamentals Of Paid Search (#smx #21B)
Talk to any world-class athlete, musician or other professional and they’ll all tell you that you have to continuously work on the fundamentals – especially in a world where change is constant. This session revisits the core fundamentals of successful paid search campaigns, including writing compelling ads, how to test them, and how to analyze results for ads, landing pages and bids.

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

Q&A Coordinator: Joseph Kerschbaum, Midwest Account Director, 3Q Digital (@joekerschbaum)

Speakers:

Jake Hoopes, Director of Online Marketing, Showroom Logic (@JacobHoopes)
Larry Kim, Founder & CTO, WordStream (@larrykim)
Matthew Umbro, Director of Paid Search, Exclusive Concepts

Potpourri Track


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


Big Company/Big Brand Success Case Studies (#smx #21D)
Big companies and brands have big advantages, e.g. large budgets, staffs and data resources. They also have big challenges, like coordinating the assets of big departments with ownership of various marketing disciplines. In this session, you’ll hear success stories from marketers who’ve managed integrated cross-channel campaigns, leveraging knowledge from SEO, SEM, social, email and analytics groups within their organizations.

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

Q&A Coordinator: Laura Ann Mitchell, Digital Marketing Strategist, Intel (@intel)

Speakers:

Allie Kelly, Senior Search Marketing Specialist, Zeon Solutions, Inc. (@allieakelly)
David McClellan, Sr. SEO Analyst, CBS Interactive (@hesdave)
Eli Schwartz, Online Marketing Manager, SurveyMonkey (@5le)

Mobile Track

Best Practices For Mobile SEO (#smx #21C)
On the small screen, ranking high is critical. But do conventional desktop SEO techniques cut it? Some advocate distinct mobile SEO tactics, while others question the very notion of "mobile SEO." 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 – or else! In this session, you’ll get the fresh tactics you need to maximize the enormous mobile search opportunity.

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

Q&A Coordinator: Lisa Williams, President & Founder, Sustainable Digital Marketing (@seopollyanna)

Speakers:

Cindy Krum, CEO, MobileMoxie (@suzzicks)
Michael Martin, Senior SEO Manager, Covario (@mobile__martin)
Bryson Meunier, Director, SEO Strategy, Resolution Media (@brysonmeunier)
Maile Ohye, Senior Developer Programs Engineer, Google Inc. (@maileohye)

Learn with Google

Learn With Google

The Profit Driven Marketer: Being There In More Moments That Matter

Today, search engine marketers can connect with consumers in millions of moments, 24-hours a day. The sheer volume of opportunity can be overwhelming. In this world of constant connectivity, which moments matter most to your customers and which moments matter most to your business? We’ve had the fortune of working with some of the best marketers in the world who are tackling this question. In this session, we’ll share best practices for maximizing the value of search by managing your bids, budgets, and measurement for the constantly connected world.

Joseph Corral, Product Marketing Manager, Performance Solutions, Google

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

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

Buzz Sponsored by

aimClear

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


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


Earning Links, Not Building Links (#smx #22A)
The value of links has evolved far beyond ranking factors, and your link acquisition strategy should be evolving too. In this session you’ll learn how to go beyond the drudge work of merely building links by attracting editorial mentions, building relevant citations, and discovering new tactics to generate referral traffic that drives real value and builds long-term authority for your website.

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

Q&A Coordinator: Casie Gillette, Director of Online Marketing, KoMarketing (@casieg)

Speakers:

Monique Pouget, Director of Content Strategy, Thunder SEO
Samuel Scott, Director of SEO & Digital Marketing, The Cline Group (@samueljscott)
Kaila Strong, Director of Client Strategy, Vertical Measures (@cliquekaila)

Paid Search Track


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


Improve Your PPC Results With Call, Images & Other Ad Extensions (#smx #22B)
Ad Extensions are used to spice up your ads for Bing and Google with images, locations, phone numbers, and more. Additionally, Google uses extensions to calculate your ad’s position. Attend this session to learn how to use extensions for each device and search engine to acquire more customers from your PPC campaigns.

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

Q&A Coordinator: Cassandra McClure, Senior Search Marketing Specialist, Zeon Solutions

Speakers:

John Lee, Managing Partner, Clix Marketing (@john_a_lee)
Sam Owen, Account Manager, Hanapin Marketing (@SamOwenPPC)
Matthew Umbro, Director of Paid Search, Exclusive Concepts

Potpourri Track


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


Small Company; Big Results (#smx #22D)
Small businesses have always faced unique challenges when it comes to online success. That’s even truer today, when the marketing landscape often seems to be friendlier to big brands. But creative small enterprises use agility to create opportunities leveraging search marketing, social media, email marketing and other disciplines. In this session, you’ll hear about the strategies and tactics that small companies have used to find big success online.

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

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

Speakers:

Fionn Downhill, CEO, Elixir Interactive (@fionnd)
Andrew Melchior, VP and Founder, Avalaunch Media (@atraine)
Angela Needham, Senior Search Specialist, Nina Hale, Inc. (@ARaeNeedham)
Don Willis, Director of Sales and Marketing, Storage West Self Storage (@sunergon)

Mobile Track

App Store Optimization (#smx #22C)
Although platforms like Apple’s App Store and Google Play are "closed" environments, content can and should be optimized to be more easily found. App store optimization requires SEO techniques that go beyond the usual web optimization processes. Panelists on this session describe the best ways to get your apps found by mobile and tablet users.

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

Q&A Coordinator: Larry Kim, Founder & CTO, WordStream (@larrykim)

Speakers:

Justin Briggs, Founder, Briggsby
Ian Sefferman, CEO, MobileDevHQ (@iseff)
Jennifer Wong, Director of Marketing, HasOffers (@JenerationY)

Learn with Google

Learn With Google

Don't Miss The Shift: Capturing & Converting Multi-screen Consumers

Today’s consumers are constantly connected, using multiple devices throughout the day. This shift in consumer behavior is a huge opportunity for marketers, but many marketers struggle to successfully capture and convert mobile consumers. In this session, we’ll discuss how you can connect with mobile consumers and design consumer experiences that delight and are tailored to their on-the-go, one-handed needs.

Elizabeth Burkholder, Product Marketing Manager, Mobile Solutions, Google

This session is sponsored and produced by Learn With Google. It is open to all SMX West 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)

SEO Track


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


Life Beyond Google: Diversifying Your SEO Efforts (#smx #23A)
Between algorithm updates, continued erosion of SERP real estate from universal search results, product listing ads and the knowledge graph, and an increasingly crowded keyword targeting space, it’s a tough environment for search marketers. Diversifying your SEO efforts is now more crucial than ever. This session explores how to grow organic traffic from other search engines, how to go after social media, video and other traffic sources, and more.

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

Q&A Coordinator: Samuel Scott, Director of SEO & Digital Marketing, The Cline Group (@samueljscott)

Speakers:

Eric Enge, CEO, Stone Temple Consulting (@stonetemple)
Ted Ives, Owner, Coconut Headphones (@tedives)
Joshua Moody, Lead Enterprise Digital Marketer, 97th Floor (@gotmoody)

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.


Best Practices With Bing Ads (#smx #23B)
If you aren’t advertising on Bing, you’re forsaking the 30% search advertising market controlled by Microsoft. What are the key differences between Google AdWords and Bing Ads? What features are unique and powerful, and which should you be taking advantage of to maximize your ad campaigns on Bing? Come to this session to find out.

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

Q&A Coordinator: John Lee, Managing Partner, Clix Marketing (@john_a_lee)

Speakers:

Heather Cooan, Director, Client Services, Clix Marketing
Eric Couch, Senior PPC Account Manager, Training, Hanapin Marketing (@ecouch11)
John Gagnon, Bing Ads Evangelist, Microsoft (@jmgagnon)

Potpourri Track


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


Top Social Tactics For The Search Marketer (#smx #23D)
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: Anthony Verre, Associate Director of Search, Rockfish Interactive (@tonyverre)

Speakers:

Lisa Buyer, CEO, The Buyer Group (@lisabuyer)
Ric Dragon, CEO, Dragon Search
Jennifer Lopez, Director of Community, Moz (@jennita)
Lisa Williams, Director, Digital Marketing Strategy, Search Discovery

Mobile Track


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


Capturing The Mobile Paid Lead (#smx #23C)
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 capture the mobile paid lead.

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

Q&A Coordinator: Larry Kim, Founder & CTO, WordStream (@larrykim)

Speakers:

Ben Braverman, Head of Growth, URX (@braveben)
John Busby, Senior Vice President, Marchex (@JohnMBusby)
Joseph Kerschbaum, Midwest Account Director, 3Q Digital (@joekerschbaum)

Learn with Google

Learn With Google

Maximizing Sales By Reaching & Engaging Qualified Customers

Finding and engaging both new and existing customers has long been a challenge for advertisers. To convert customers who have shown interest and who truly care, advertisers have to connect with qualified consumers, understanding their wants and needs. Data is the key to achieving these goals. Join our discussion of the advancements in audience data and signals, and learn how Google¹s powerful technology and algorithms can connect you with your ideal audience at scale, delivering highly relevant offers and messages.

Diya Jolly, Product Manager, Google Audience Solutions, Google

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

2:45pm – 3:30pm
(45 min)
Expo Hall Sponsored by:
Stone Temple Consulting

Buzz Sponsored by

aimClear

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


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


Life After Not Provided (#smx #24A)
Google pulled the proverbial rug out from under marketers by suddenly accelerating its move to encrypt search data, resulting in the ubiquitous [not provided] in reports where referring keywords used to be. But all is not lost! In fact, there is a lot to be gained from consulting a wider variety of data sources, especially in a Hummingbird world where topics and utility outweigh keywords. Come hear our panel of experts as they share tips on how to efficiently pull together data to inform your search marketing strategy.

Moderator: Pamela Parker, Contributing Editor, Search Engine Land (@pamelaparker)

Q&A Coordinator: Samuel Scott, Director of SEO & Digital Marketing, The Cline Group (@samueljscott)

Speakers:

Laura Ann Mitchell, Digital Marketing Strategist, Intel (@intel)
Ken Shults, VP of Analytics, Global Strategies
Benjamin Spiegel, Director, Organic Search Operations, Catalyst
Marty Weintraub, Founder & Evangelist, aimClear (@aimclear)

Paid Search Track


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


Creating, Testing And Optimizing Paid Search Ads (#smx #24B)
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: Andrew Goodman, President, Page Zero Media (@andrew_goodman)

Q&A Coordinator: Ted Ives, Principal, Coconut Headphones (@tedives)

Speakers:

Brad Geddes, Founder, Certified Knowledge (@bgTheory)
Dusty Haws, Creative Lead, Yahoo
Lisa Sanner, Vice President, Search Marketing, Point It (@LisaSanner)

Potpourri Track


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


Social Meets Search: Where Are We Now; Where Are We Going? (#smx #24D)
In this panel, representatives from search engines and social networks will discuss how social signals and data impact ranking and new sources of content. We’ll also discuss how consumers make use of search engines devoted to social content. Learn how social is influencing search, becoming part of search and how marketers can ride the social wave for SEO success.

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

Q&A Coordinator: Benu Aggarwal, President, Milestone Internet Marketing (@milestonemktg)

Speakers:

Ruslan Belkin, VP of Engineering, Twitter (@ruslansv)
Duane Forrester, Sr. Product Manager, Bing (@DuaneForrester)

Mobile Track


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


Measuring The Mobile Lead (#smx #24C)
Mobile traffic continues to grow exponentially, but mobile conversions lag for many advertisers. Solving mobile lead attribution is a challenge for businesses aiming to justify mobile ad investments. Our panelists will discuss how to measure mobile leads to get an accurate picture of mobile’s impact on the bottom line – from tracking calls and clicks to cross-channel attribution methods.

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

Q&A Coordinator: Fionn Downhill, CEO, Elixir Interactive (@fionnd)

Speakers:

John Busby, Senior Vice President, Marchex (@JohnMBusby)
George Michie, Co-Founder, RKG (@rimmkaufman)
David Perez, CMO and co-founder, Convertro (@daveperez)

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.

Speakers:
Justin Huskamp, Product Marketing Manager, DoubleClick
Rosa la Cerva, Platforms Solutions Consultant, DoubleClick

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

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

Break

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

Evening Forum With Danny Sullivan
(#smx #forum)
The audience is the panel in this session. Search marketers share thoughts, ideas and knowledge. The session is moderated by Search Engine Land editor-in-chief Danny Sullivan, and the audience shapes the agenda.

9:00pm-11:00pm
(2 hr)
SMX After Dark

Join us for SMX After Dark for beverages, munchies and great conversation. The party will take place at the Motif Lounge, 389 South 1st Street, about a block from the convention center.


We will also be collecting voluntary donations for the Dana Lookadoo recovery fund at the party. A long-time member of the SEO community, Dana suffered a near-fatal bike accident back in November 2013. Read more about Dana’s experience here, and stay tuned for details on how we plan to help!


SMX After Dark is open to All Access passholders, speakers and exhibitors only.

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.