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Monday, September 30, 2019

Monday

Mon

8:00 am

Monday, September 30, 2019 8:00 am

Registration and Coffee

Monday

Mon

9:00 am

Monday

Mon

10:00 am

Monday, September 30, 2019 10:00 am

Coffee Break

Monday

Mon

11:15 am

Monday, September 30, 2019 11:15 am

Short Break

Monday

Mon

11:20 am

Monday

Mon

12:05 pm

Monday, September 30, 2019 12:05 pm

Lunch Break

Monday

Mon

1:30 pm

Monday

Mon

2:15 pm

Monday, September 30, 2019 2:15 pm

Short Break

Monday

Mon

2:20 pm

Monday

Mon

3:35 pm

Monday

Mon

4:25 pm

Monday, September 30, 2019 4:25 pm

Short Break

Monday

Mon

5:30 pm

Monday, September 30, 2019 5:30 pm

Networking Reception in Exhibit Hall

Monday

Mon

7:00 pm

Monday, September 30, 2019 7:00 pm

Dinner for all Attendees and Speakers

Tuesday, October 1, 2019

Tuesday

Tue

8:30 am

Tuesday, October 1, 2019 8:30 am

Morning Coffee

Tuesday

Tue

10:00 am

Tuesday, October 1, 2019 10:00 am

Coffee Break

Tuesday

Tue

10:30 am

Tuesday, October 1, 2019 10:30 am

Large Scale Local SEO

Speaker: Izzi Smith, SEO Manager, Sixt

Tuesday

Tue

11:15 am

Tuesday, October 1, 2019 11:15 am

Short Break

Tuesday

Tue

12:05 pm

Tuesday, October 1, 2019 12:05 pm

Lunch Break

Tuesday

Tue

2:15 pm

Tuesday, October 1, 2019 2:15 pm

Short Break

Tuesday

Tue

2:20 pm

Tuesday

Tue

3:00 pm

Tuesday, October 1, 2019 3:00 pm

Coffee Break

Tuesday

Tue

3:30 pm

Tuesday

Tue

4:15 pm

Tuesday, October 1, 2019 4:15 pm

Short Break

Tuesday

Tue

4:20 pm

Tuesday

Tue

5:15 pm

Tuesday, October 1, 2019 5:15 pm

End of SMX Advanced Europe

Tuesday

Tue

6:30 pm

Tuesday, October 1, 2019 6:30 pm

SMX Advanced x Peak Ace After Show Meetup

Workshops

Wednesday, October 2, 2019
Advanced Technical SEO 2019
Bastian Grimm
Hosts:
Bastian Grimm
Date:
Wednesday, October 2, 2019
Time:
9:00 am - 5:00 pm
Price:
895€
Advanced Technical SEO 2019

This one-day workshop focusses on technical SEO at the highest level as well as the discussion of current SEO trends and changes.

 

Workshop content

  • Crawling & indexation: best practices for controlling web crawlers
  • Robots.txt & robots meta tags
  • Canonical tags
  • X-robots header
  • Crawler control tips & tricks (PRG, etc.)
  • Log file, crawlability & crawl gap analysis / auditing
  • Which pages should be included in the Google index and why?
  • Crawlability is not the same as indexing: solutions to the dilemma
  • HTTP response codes – obstacles & facts worth knowing
  • 3XX: redirects (incl. maintenance, redirect chains, domain migrations)
  • 4XX + 5XX: proper handling of error codes (incl. retry-after, 404 vs 410, etc.)
  • What else is there and what can I use it for?
  • Internal linking
  • Best practices & strategies
  • Identify weak spots and opportunities
  • Link control & link hubs
  • Pagination done right
  • Technology
  • Welcome to the “Mobile First Index ” – what do I need to know?
  • JavaScript SEO – angular, react & other JavaScript craziness
  • Speed, speed, speed
  • Basic things that everyone should do, but only a few people are aware of
  • HTTPs/SSL
  • Performance Optimisation Best Practices (Critical Rendering Path, etc)
  • Site speed “2.0“ – HTTP/2 and other new performance optimisation strategies
  • International
  • Hreflang / geo setups
  • Multi-domain setups
  • Latest updates discussion

 

Target group

  • In-house SEOs with more than two years of experience who want to take their SEO knowledge to the next level
  • SEOs who have been working in agencies for at least two years and would like to deepen their SEO knowledge

SEO beginners with less than two years of experience might eventually have problems following us. Of course, everyone is most welcome to join us. However, please be aware that we will try and get through a lot so that we will have a tight schedule that day. Unfortunately, there will not be enough time to explain bas

Wednesday, October 2, 2019
Advanced Google Ads Workshop with Brad Geddes
Brad Geddes
Hosts:
Brad Geddes
Date:
Wednesday, October 2, 2019
Time:
9:00 am - 5:00 pm
Price:
€895
Advanced Google Ads Workshop with Brad Geddes

The Buyer Journey

We start the day looking at how people search and the overall buying funnel. We will examine funnels for different types of companies.

This information helps set the stage for the rest of the day as your keywords, ads, audiences, and attribution models all stem from how people search, research, and buy from your company.

Keyword & Search Query Management
The beginning of any PPC account starts with keywords. In this session, we’ll look at keywords, organization, the match type changes, how to manage these changes, and more.

Once you have keywords chosen, then you must manage the search terms. We’ll take an in-depth look at:

  • Search query workflows
  • Negative keywords and management
  • N-gram, bi-gram, and tri-gram analysis
  • Levenshtein distance

This analysis and workflow will ensure that you are controlling your ad serving as keywords move away from syntactic matching and more to semantic matching.

Everything You Need to Know About Creating & Testing Amazing Ads:
There’s a reason it’s called Google Ads, Bing Ads, and Ad Groups. The only part of your account that a searcher sees is your ads. We’ll cover how to:

  • Create compelling ads
  • How to use RSAs, ETAs, and 3rd headlines
  • Scientifically test ads for small to enterprise accounts
  • Find & use insights from ad testing data

It doesn’t matter if you have 10 ads or 10 million; we will go through how to test individual ad groups, and test at scale so you can pull customer insight data for your account.

Audience Targeting Strategies
Audience targeting should be part of your PPC strategies. We’ll examine display remarketing, remarketing list for search ads, customer match, demographic targeting, and other audience options.

We’ll walk through an enterprise account’s audience targeting strategy from list creation to audience execution. This will help lay the groundwork for upping your audience creation and execution.

We’ll relate these features back to the customer journey so you can fill your funnel with users based upon where your want to increase your funnel size.

Diagnosing Data Changes
When your conversions drop, do you know exactly why that happened? When your impression share decreases but your conversions go up, can you quickly track down why that happens so you can take advantage of the trend?

Your data is constantly changing and in PPC; all the data is intermixed with various cause and effects. We’ll walk through how to examine the interrelatedness of metrics so you can understand what is the root cause of your data changes.

Scaling Accounts
How do you take an account from 1,000 keywords to 100,000 or more?
How to you create ads that are related to your growing number of keywords?

Scaling accounts is laying out a plan, creation processes around that plan, and executing that process in a highly consistent, yet creative, manner.

In this session; we’ll take a look at a small company that went from under 1000 keywords to more than 400,000 keywords across multiple countries and how they managed to scale not only their keywords, but their ads, ad extensions, and grew considerably.

Automating Your Account:
There are many tasks to accomplish when managing a successful PPC account. Some of these tasks should be fully automated while others should be semi-automated or even manual. In the era of machine learning and AI; humans need to spend their limited time wisely and leverage automation where appropriate.
In this session, we’ll cover:

  • The types of automation
  • How and when to fully automate tasks
  • What tasks should leverage semi-automation and filters

This section will cover many aspects of Google Ads from bidding to ad testing to search terms management to reporting.

By the end of the session, you will know when and how to leverage automation for many aspects of your Google Ads account.

Networking Opportunities:
Conferences are fantastic places to network and meet fellow practitioners of online marketing. Lunch will be provided so you can spend time getting to know your fellow attendees.

Open Q&A:
You will have the opportunity to ask questions as we go throughout the agenda during the day; and we will end the day with an open Q&A session so you can make sure your specific questions are answered.