SMX West 2014 Agenda, Thursday, March 13

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

Breakfast & Registration

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

SEO Track

What Is Hummingbird & The Entity Search Revolution (#smx #31A)
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)

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

Speakers:

Janet Driscoll Miller, President and CEO, Marketing Mojo (@janetdmiller)
Warren Lee, Senior Global SEO Manager, Digital Media, ADOBE
Marcus Tober, CTO, Searchmetrics Inc. (@marcustober)

Paid Search Track

Breathing New Life Into A Tired Paid Search Campaign (#smx #31B)
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)

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

Speakers:

Brad Geddes, Founder, Certified Knowledge (@bgTheory)
Christi Olson, Sr Manager of Online Partner Marketing, Expedia
David Roth, VP Marketing, Realtor.com (@daverothsays)

Tools Track

What’s In My Keyword Research Toolbox (#smx #31C)
In this [not provided] world, third-party keyword research tools are essential. There are dozens, and they all offer insights from differing perspectives of what searchers are looking for. In this session, our experts reveal their preferred keyword research tools, show how they work and how they can fill the gaps in your research.

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

Q&A Coordinator: Melissa Jensen, Search Strategist, Global Strategies International

Speakers:

Christine Churchill, President, KeyRelevance (@keyrelevance)
Rae Hoffman, CEO, PushFire (@sugarrae)

Specialty Search Track

YouTube Success Stories For Marketers (#smx #31D)
YouTube is the second largest search engine, so you definitely need to have search-optimized videos. But beyond video SEO, there are many other opportunities available to marketers who want to reach customers via online video. This session offers case studies, tips and tactics for easy ways leverage your online video assets.

Moderator: Greg Finn, Chief Marketing Officer, Cypress North (@gregfinn)

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

Speakers:

Manny Rivas, Online Advertising Director, aimClear (@mannyrivas)
Saunder Schroeder, VP of Business Development, 97th Floor (@SaunderSchroed)
Grant Tilus, Associate Inbound Marketing Manager, Collegis Education (@granttilus)

Clinic Track

SEO Site Clinic (#smx #31E)
This interactive session takes volunteers from the audience and examines their web sites live to provide general feedback about improving them to gain more traffic from search engines.

Moderator: Jessica Thompson, Associate Features Editor, Search Engine Land (@jessotron)

Speakers:

Rhea Drysdale, CEO, Outspoken Media (@Rhea)
Stephan Spencer, Founder, ScienceOfSEO.com (@sspencer)

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

Buzz Sponsored by

aimClear

Refreshments

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

SEO Track

Structured Data Super Session: What You Need To Be Doing Now (#smx #32A)
With the spotlight on semantic search and the quest to match the user’s query intent, search marketers are thinking about how they can best leverage structured data. Though approaches like using the Schema standards and related markup is recommended, implementing them correctly can be difficult and may not always provide expected results. Learn how to prioritize your efforts by learning which types of rich snippets are being most frequently used in search results and driving success for those who have implemented markup.

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

Q&A Coordinator: Kelsey Cadogan, ,

Speakers:

Benu Aggarwal, President and Founder , Milestone Internet Marketing (@milestonemktg)
Frank Cheng, Head of SEO, eBay Classifieds
Jeff Preston, Senior Manager, SEO, Disney Interactive (@jeffreypreston)

Paid Search Track

Power Boosting Sales With PLAs (#smx #32B)
Google Product Listing Ads have been a hit; nearly half of retailers ran PLA campaigns in Q4. And the search giant continues to refine the platform, including the recent rollout of the dedicated Shopping Campaign type and features such as local targeting. Seeing opportunity, Bing is following suit with its own version called Product Ads. From product feed optimization to campaign setup and management, speakers will share strategies and case studies for getting maximum product exposure, traffic and sales with PLAs and Product Ads.

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

Q&A Coordinator: Lisa Sanner, Vice President, Search Marketing, Point It (@LisaSanner)

Speakers:

Santiago Andrigo, Product Manager for Bidding Strategies within Google Shopping, Google
Patrick Bennett, Co Founder, Showroom Logic (@patrick_bennett)
Brittney Thomas, Vertical Marketing Manager, Microsoft (@brittstermizzou)
Ornpaka Vudhikosit, Digital Marketing Manager, Sears Hometown and Outlet Stores (@tong_orn)

Tools Track

What’s In My SEM Toolbox? (#smx #33C)
Tools are crucial for organizing, running and tracking paid search campaigns, especially if you’re working with thousands or even millions of keyword/ad combinations. In this session, our panelists talk about their favorite SEM tools, how they use them and why they chose them over alternatives.

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

Q&A Coordinator: Grant Tilus, Inbound Marketing Manager, Collegis Education (@granttilus)

Speakers:

Elizabeth Marsten, Vice President of Search Marketing, Portent, Inc. (@ebkendo)
David Szetela, Owner and CEO, FMB Media (@szetela)
Frederick Vallaeys, Product Evangelist, Top Tier Inc

Specialty Search Track


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


Making Sense Of The Local Landscape (#smx #32D)
If the changes going on in local search are giving you a headache, you’re not alone. Google Places is still transitioning to Google+ Local, and there are several types of local listings being created in the process. Google Maps and Apple Maps are both vying for consumer attention on mobile devices. Local businesses know they need citations and reviews, and a trusted company website is a must for traditional search visibility. In this session, our expert panelists will guide local businesses (and marketers that serve them) with strategies and tactics that work in this often confusing local landscape.

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

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

Speakers:

Nolan Alexander, Manager, Local Search, ethology (@nolan_alexander)
Adam Dorfman, SVP – Product & Technology, SIM Partners (@phixed)
Greg Gifford, Director of Search and Social, AutoRevo (@greggifford)

Clinic Track

Social Media Clinic (#smx #32E)
Got questions about how to deal with Twitter, Facebook, Pinterest or other social media sites? We’ve got experts on hand ready to take specific questions from the audience.

Moderator: Lauren Donovan, Community Editor, Search Engine Land and Marketing Land (@beebow)

Speakers:

Brent Csutoras, Social Media Strategist, Kairay Media (@brentcsutoras)
Ric Dragon, CEO, Dragon Search

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

Lunch

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

SEO Track


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


Meet The Search Engines (#smx #33A)
You’ve got questions. They’ve got answers. Come to this PowerPoint-free session, where representatives from Google and Bing answer questions on all things SEOs.

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

Q&A Coordinator: Josh Dreller, Director, Marketing Research, Kenshoo (@kenshoo)

Speakers:

Matt Cutts, Distinguished Engineer, Google Inc. (@mattcutts)
Duane Forrester, Sr. Product Manager, Bing (@DuaneForrester)

Paid Search Track

Pro-level Tips For Succeeding At Retargeting (#smx #33B)
Retargeting capabilities like Google remarketing lists, FBX and new interactive ad formats are raising the stakes for search marketers. We now have more tools to:

  • lure site visitors deeper into the sales funnel
  • up-sell current customers with site retargeting
  • and to reach new audiences searching for similar products and services with search retargeting
In this session speakers will share tactics and strategies for executing winning retargeting campaigns.

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

Q&A Coordinator: Amy Gesenhues, General Assignment Correspondent, Search Engine Land (@amygesenhues)

Speakers:

John Hamilton, VP of Client Success, Triggit (@triggit)
Tad Miller, Vice President of Accounts, Marketing Mojo (@jstatad)
Jay Stampfl, Client Services Manager, 3Q Digital (@3QDigital)

Tools Track


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


What’s In My SEO Toolbox? (#smx #32C)
Tools are crucial for SEOs, and there’s no shortage of good ones to choose from, ranging across the spectrum of SEO activities, from competitive intelligence and content analysis to post-click analytics tools. In this session, our panelists talk about their favorite SEO tools, how they use them and why they chose them over alternatives.

Moderator: Jessica Thompson, Associate Features Editor, Search Engine Land (@jessotron)

Q&A Coordinator: Jeff Preston, Senior Manager, SEO, Disney Interactive (@jeffreypreston)

Speakers:

Brian Harnish, IT Specialist (SEO), The Reeves Law Group (@brianharnish)
Kevin Mullett, Director of Social Media and Visibility, Cirrus ABS
Mark Munroe, Director, SEO, Trulia

Specialty Search Track

Maximizing Sales Through Amazon & eBay (#smx #33D)
Amazon and eBay are two of the largest online retailers in the world, offering vast audiences for merchants.

This session:

  • de-mystifies the Amazon and eBay search algorithms
  • shows how to optimize products for better results
  • and reveals how to accentuate product content to help drive more sales.

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

Q&A Coordinator: Amy Gesenhues, General Assignment Correspondent, Search Engine Land (@amygesenhues)

Speakers:

Frank Kochenash, VP Product and Services, Mercent
Anthony Verre, Associate Director of Search, Rockfish Interactive (@tonyverre)
Purna Virji, Senior Marketing Manager, Stroll

Clinic Track

PPC Tune-Up Clinic With The SMX Mechanics (#smx #33E)
Just like your favorite old car, PPC campaigns can use a tune-up every now and then to keep them running well. In this hands-on clinic, our certified (and certifiable!) SMX PPC Mechanics will offer you their best expert advice on your PPC ads, bidding tactics, and anything else on your mind. Bring your toughest PPC questions! Based loosely on the hilarious jovial NPR radio show, Car Talk, this session is guaranteed to be as fun as it is informative!

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

Speakers:

Elizabeth Marsten, Vice President of Search Marketing, Portent, Inc. (@ebkendo(Q&A Speaker)
David Szetela, Owner and CEO, FMB Media (@szetela(Q&A Speaker)
Frederick Vallaeys, Product Evangelist, Top Tier Inc

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

Buzz Sponsored by

aimClear

Refreshments

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

SEO Track

Meet The SEOs (#smx #34A)
During this PowerPoint-free panel, veteran SEOs answer your questions about search engine optimization. Got a puzzling issue? Wondering about a possible trend? Put it to the experts.

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

Q&A Coordinator: Jeff Preston, Senior Manager, SEO, Disney Interactive (@jeffreypreston)

Speakers:

Rae Hoffman, CEO, PushFire (@sugarrae(Q&A Speaker)
Warren Lee, Senior Global SEO Manager, Digital Media, ADOBE
Laura Ann Mitchell, Digital Marketing Strategist, Intel (@intel)
Marshall Simmonds, Founder and CEO, Define Media Group, Inc. (@mdsimmonds(Q&A Speaker)

Paid Search Track

Where’s Paid Search Going In 2014? (#smx #34B)
Paid search marketers have a lot of new things to consider:

  • increased competition and costs
  • subtle and sophisticated new retargeting options
  • changes in result page layout
  • paid inclusion in shopping search (Google PLAs and Bing Product Ads)
  • new ad formats and many other options.
Join us for this PowerPoint-free discussion of all the ways you can keep your PPC campaigns effective and up-to-date.

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

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

Speakers:

Elizabeth Marsten, Vice President of Search Marketing, Portent, Inc. (@ebkendo)
Tad Miller, Vice President of Accounts, Marketing Mojo (@jstatad)
Kevin Ryan, CEO, Motivity Marketing (@KevinMRyan)
Lisa Sanner, Vice President, Search Marketing, Point It (@LisaSanner)

Tools Track

Extreme Excel Excellence (#smx #34C)
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: Lisa Williams, President & Founder, Sustainable Digital Marketing (@seopollyanna)

Speakers:

Josh Dreller, Director, Marketing Research, Kenshoo (@kenshoo)
John Gagnon, Bing Ads Evangelist, Microsoft (@jmgagnon)
Brett Snyder, Director, Search Engine Optimization, Nebo Agency

Clinic Track

Link Building Clinic (#smx #34E)
This interactive session takes volunteers from the audience and examines their questions about link building by going live to the web to seek answers and examples.

Moderator: Jessica Thompson, Associate Features Editor, Search Engine Land (@jessotron)

Speakers:

Casie Gillette, Director of Online Marketing, KoMarketing (@casieg)
Purna Virji, Senior Marketing Manager, Stroll

4:30pm-4:45pm
(15 min)

Buzz Sponsored by

aimClear

Session Break

4:45pm-6:00pm
(1 hr 15 min)

Multiple

Best of Show: Top SMX Takeaways (#smx takeaways)
After three days of thought leadership, meaningful insights and tactical tips, you’ll be sure to have your own list of top takeaways, favorite speakers and sessions. Of course, you couldn’t attend every session – but have no fear! In this session you’ll hear from speakers and attendees what they found most valuable, as we recap the best information from the show.

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

Speakers:

Christine Churchill, President, KeyRelevance (@keyrelevance)
Ric Dragon, CEO, Dragon Search
Josh Dreller, Director, Marketing Research, Kenshoo (@kenshoo)
Janet Driscoll Miller, President and CEO, Marketing Mojo (@janetdmiller)
Brad Geddes, Founder, Certified Knowledge (@bgTheory)
Michael Martin, SEO Manager, Covario (@mobile__martin)
Christi Olson, Sr Manager of Online Partner Marketing, Expedia
Marshall Simmonds, Founder and CEO, Define Media Group, Inc. (@mdsimmonds)
Lisa Williams, Director, Digital Marketing Strategy, Search Discovery

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.