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

Breakfast & Registration

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

Search Marketing Boot Camp presented by Search Engine Land

SMX Boot Camp: Keyword Research & Copywriting For Search Success (#smx #11A)
The first step to any successful marketing campaign is to know your message. With search marketing that means understanding the search terms being used by your target audience. And though it sounds obvious, it helps to actually use those words in your web pages! This session covers the importance of textual content to search engines and how with some forethought, you can create HTML title tags and body copy that works to generate search traffic – and also please your human visitors.

Moderator: Debra Mastaler, President, Alliance-Link (@debramastaler)

Speaker:

Christine Churchill, President, KeyRelevance (@keyrelevance)

SEO Track

Penguin-proof Link Building (#smx #11B)
Link building remains a lynchpin SEO tactic, but in a post-Penguin world you have to be cautious. This session discusses the link building tactics you should apply in order to thrive, while everyone else is worried about disavowing links. You’ll also learn about common link building methods that may be harmful, and how to avoid the "Penguin trap" of having links work against you.

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:

Thom Disch, CEO, Handi-Ramp (@thomdisch)
Roger Montti, Owner, MartiniBuster (@martinibuster)
Neal Rodriguez, Managing Director, Shovecom (@notifyneal)

Paid Search Track

Improving Your Geographic Targeting Tactics On Google & Bing (#smx #11D)
Geo-targeting can be as broad as targeting a country, or as precise as targeting a neighborhood. In an Enhanced Campaigns world, targeting tactics and strategies can help you reach your ideal audience and maximize ROI. Attend this session for a deep dive into the geo-targeting functionality of Google and Bing.

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

Q&A Coordinator: Heather Cooan, Director, Client Services, Clix Marketing (@HeatherCooan)

Speakers:

Paul Corkery, Senior Operations Program Manager, Microsoft (@c0rk)
Kevin Lee, CEO, Didit.com (@kevin_lee_QED)
Sam Owen, PPC & CRO Account Manager, Hanapin Marketing (@SamOwenPPC)

Mobile Track

Trends In Mobile Search (#smx #11C)
Mobile search has exploded, with people increasingly turning to their smart phones and tablets to find answers and make purchases. Our panelists in this session provide you with solid stats on how people are using mobile, predict growth trends, and discuss key aspects that are unique to mobile marketing such as optimizing for mobile, voice search, Google’s Enhanced Campaigns and responsive design.

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

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

Speakers:

Brent Buntin, Vice President, Inadco (@Inadco)
John Busby, SVP, Marchex Institute, Marchex (@JohnMBusby)
Andy Miller, Head of Mobile Search Sales and Strategy, Google
Jim Yu, CEO, BrightEdge (@jimyu)

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

Refreshment Break

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

Search Marketing Boot Camp presented by Search Engine Land


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


SMX Boot Camp: Link Building Fundamentals (#smx #12A)
Ever since Google created PageRank, every good search marketer’s motto has been "I link, therefore I am." Though linking seems easy, it’s a far more subtle art than most realize, and there are right and wrong ways to conduct your linking campaign. In this session, we’ll look at how to reach out and get quality links, how to craft anchor text to build authority, and how to avoid commonplace mistakes that will hurt your web credibility (and search engine rankings).

Moderator: Christine Churchill, President, KeyRelevance (@keyrelevance)

Speaker:

Debra Mastaler, Link Building Specialist, Alliance-Link (@debramastaler)

SEO Track


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


Life Beyond Google: Diversifying Your Digital Marketing (#smx #12B)
Google’s making life difficult for SEOs: constant algorithm updates, erosion of SERP real estate, PLAs and the knowledge graph all crowd out organic results. These new realities make driving traffic from other sources a priority. Attend this session for tactics for increasing organic traffic from other search engines, social media, video, and other sources.

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

Q&A Coordinator: Will Scott, President, Search Influence (@w2scott)

Speakers:

Matt Ballek, Director of Strategic Distribution Services, Magnet Media (@MattBallek)
Brandon Hassler, Senior Account Manager, 97th Floor (@brandonhassler)
Ted Ives, Principal, Coconut Headphones (@tedives)

Paid Search Track


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


Google Enhanced Campaigns: What We’ve Learned So Far (#smx #12D)
Like it or not, if you’re advertising on Google you are now using Enhanced Campaigns, a major update designed to simplify campaign management across multiple devices and increase adoption rates of mobile advertising. In this session, top PPC experts will share their insights and practices for maximizing Enhanced Campaigns.

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

Q&A Coordinator: Aaron Levy, PPC Team Lead, SEER Interactive (@bigalittlea)

Speakers:

Alistair Dent, Head of PPC, Periscopix (@periscopix)
Brad Geddes, Founder, Certified Knowledge (@bgtheory)
Larry Kim, Founder & CTO, WordStream (@larrykim)
Susan Waldes, Director of Client Services, PPC Associates (@suzyvirtual)

Mobile Track

App Store Optimization (#smx #12C)
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 traditional SEO and 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: Amy Vernon, Head Honcho, Amy Vernon LLC (@amyvernon)

Speakers:

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

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

Lunch, Expo Hall & SMX Theater Opens

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

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

Search Marketing Boot Camp presented by Search Engine Land

SMX Boot Camp: Paid Search Fundamentals (#smx #13A)
Paid search allows you to generate traffic from search engines by purchasing ads, usually on a cost-per-click (CPC) or pay-per-click (PPC) basis. This session covers the basics of how to purchase placement from the major search engines, including best practices for success with your ads.

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

Speaker:

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

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.


What Are The Most Important Search Ranking Factors? (#smx #13B)
This is perhaps the most burning question for anyone doing SEO, answered by two comprehensive studies produced on an annual basis. This session examines the latest results of two studies, one by Searchmetrics, the other by Moz (formerly SEOMoz), comparing how they agree, differ, and the insights they offer to search engine optimizers to maximize content for optimal rankings.

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

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

Speakers:

Matthew Peters, Data Scientist, Moz (@mattthemathman)
Marcus Tober, CTO, Searchmetrics Inc. (@marcustober)

Paid Search Track


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


Pro-level Tips For Succeeding At Retargeting (#smx #13D)
Retargeting capabilities like Google remarketing lists, FBX and new interactive ad formats are raising the stakes for search marketers. We now have more tools at our disposal to lure site visitors deeper into the sales funnel, upsell current customers and reach new audiences searching for similar products and services. In this session you’ll learn tactics and strategies for executing winning retargeting campaigns.

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

Q&A Coordinator: Jonathan Goodman, President, Halyard Consulting (@halyardconsult)

Speakers:

Craig Galyon, Sr. Media Specialist, SwellPath
Manny Rivas, Online Advertising Director, aimClear (@mannyrivas)
Amar Sumal, Sr. Manager of Analytics, Rocket Fuel (@rocketfuelinc)

Mobile Track


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


How To Do Click-To-Call In An Enhanced Campaign World (#smx #13C)
If the primary call to action in your paid search ads is click-to-call, Google’s Enhanced Campaigns offer some new and valuable ways to reach customers, e.g. bid adjustment options for device and location. But if you’re not careful you may end up targeting the wrong kind of traffic and getting low-converting calls. This session looks closely at the best practices (and worst mistakes) when implementing click-to-call ads in an Enhanced Campaign world.

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

Q&A Coordinator: Alistair Dent, Head of PPC, Periscopix (@periscopix)

Speakers:

John Busby, SVP, Marchex Institute, Marchex (@JohnMBusby)
David Szetela, Owner and CEO, FMB Media (@szetela)
Marta Turek, Group Manager, Performance Media, Mediative (@MTurek)

Plus Session Track 

Covario

Increase Your Global Search IQ: Compete Smarter and Rank Better in International Search

Every significant search opportunity outside of the U.S. comes with a slew of targeting challenges. Local competition, foreign ranking factors, and newly emerged platforms have reshaped how brands spend their marketing dollars and drive results. Join the discussion with our panel of experts as we explore key competitive strategies and showcase proven tactics to make your global marketing budget go further. Hear from Covario client Lenovo, and learn how together they have successfully built a strong business management system and integrated search, content and social into all key functions of the business for international search success.

Speakers:
David Cato, Sr. SEO Specialist, Covario
Elena MacGurn, SEO Strategist, Covario
Donna Bedford, Sr. Global SEO Manager, Lenovo

This session is sponsored and produced by Covario. 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

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

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

Search Marketing Boot Camp presented by Search Engine Land


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


SMX Boot Camp: Search Engine Friendly Web Design (#smx #14A)
"I’m not designing my site for search engines," is a common designer objection to SEO suggestions. The reality, however, is that search engines are the starting point for most internet users, and if your site is difficult for Google, Bing or other engines to "read", it’s never going to work for your human visitors either. Attend this session and learn how to create search engine friendly sites that are equally appealing to human visitors.

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

Speaker:

Shari Thurow, Founder and SEO Director, Omni Marketing Interactive (@sharithurow)

SEO Track

Glass Act: Search Marketers Talk Google Glass (#smx #14B)
Google is slowly making its revolutionary wearable device available, and some marketers who have had "heads-on" experience with Glass will provide a live demo, and then discuss the ramifications of this new way of interacting with the internet, from how it changes search behavior to SEO implications to all-important privacy concerns. There’ll be plenty of time for Q&A, so come armed with your own questions!

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

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

Speakers:

Jeffrey K. Rohrs, VP, Marketing Insights, ExactTarget (@jkrohrs)
Reva McEachern, Principal Technologist, REVA Digital Media LLC (@revadigital)
Matt McGee, Editor In Chief, Search Engine Land & Marketing Land (@mattmcgee)
Barry Schwartz, News Editor, Search Engine Land, RustyBrick (@rustybrick)
Danny Sullivan, Founding Editor, Search Engine Land (@dannysullivan)

Paid Search Track


Solution Spotlight by TN Private Label (3:30-3:35)
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 #14D)
Talk to any world-class athlete, musician or other professional and they’ll all tell you that they continuously work on the fundamentals – especially in a world where change, and competition, is constant. This session explores what to test, how to test it, and how to analyze results for ads, landing pages, and bids.

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

Q&A Coordinator: David Szetela, Owner and CEO, FMB Media (@szetela)

Speakers:

Robert Cooley, CTO, OptiMine Software
Aaron Levy, PPC Team Lead, SEER Interactive (@bigalittlea)
Amanda west-bookwalter, Account Manager, Hanapin Marketing

Mobile Track


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


Getting Mobile SEO Right – Because Now Google Really Cares (#smx #14C)
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! Join the discussion with our panel of experts as we explore the challenges of mobile SEO. 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: Purna Virji, Senior Marketing Manager, Stroll (@purnavirji)

Speakers:

Pierre Far, Webmaster Trends Analyst, Google (@pierrefar)
Bryson Meunier, Director, Content Solutions, Resolution Media (@brysonmeunier)
David Roth, VP Marketing, Realtor.com (@daverothsays)
Gideon Rubin, CMO, Local Market Launch (@gideonrubin)

Plus Session Track 

Quantcast

Moving Beyond Search & Retargeting: What's Missing from Your Performance Strategy?

Many search marketers are using retargeting to drive additional conversions for their performance campaigns, but what else should they be doing? Learn from the experts as Quantcast hosts a roundtable with top agencies and savvy clients that discusses the issues and how they are being solved from a performance perspective. The goal of this session is to help you understand the challenges in the Search, Retargeting, and Real-Time Bidding arena, and how to put in place innovative strategies that you can use to achieve your business goals.

Speakers:
Scott Linzer, Head of Search Agency Development, Quantcast
Katy Hershey, VP/Director, Search Marketing, DigitasLB
Tim Underwood, VP Group Director, Marketing, TrueAction
Ryan DeShazer, Senior Vice President, Experience Planning, GSW Worldwide

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

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

Expo Hall Reception

SMX Expo Hall Reception
Sponsored by:
Stone Temple Consulting

The SMX Expo Hall Reception is your opportunity to meet the market-leading solution providers attending SMX East. Enjoy a drink and snacks while you visit them. See a list of the exhibitors here. See a list of the exhibitors here.

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

6:00pm – 7:00pm
(1 hr)
Keynote Room Sponsored by:
RKG

Evening Forum WIth Danny Sullivan
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.

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