INTERVIEWS * SESSION PREVIEWS

AI Ad Copy & Feed Optimization

Alex van de Pol

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The optimization of feed quality demands a significant investment of time and specialist expertise. Large Language Models (LLMs) like Google’s Gemini or OpenAI’s ChatGPT offer innovative solutions to streamline feed optimization processes. In this session, Alex will highlight the benefits and challenges of LLMs, showing how you can leverage them to your advantage and effectively integrate them into your marketing strategies (for improved feed optimization). You will gain a deeper understanding of how to implement these advanced tools in your strategy and learn a step-by-step approach to effectively deploying generative AI for feed optimization. We will cover how to identify the appropriate inputs, craft precise prompts, and conduct necessary validations to optimize your strategies. Are you ready to learn practical tips for using generative AI, not just for Google Shopping and RSA ad copy, but also for enhancing free listings, Marketplaces, SEO, social media, and display advertising? Then this is YOUR session as this approach has broad applications, from retail to the travel industry, showcasing the versatility of optimization techniques across platforms.

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How to be a Local SEO Superhero

Greg Gifford

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In this fast-paced session, Greg will share advanced tactics for Local SEO to help you win the local visibility war. Forget the basics that everyone always talks about, Greg will share actionable tips that are rarely shared at conferences. You’ll learn advanced local content strategies, tactics for building powerful local inbound links, and in-depth Google Business Profile tactics that cover both ranking and conversion factors. If you work with brick-and-mortar or local service businesses, this is a session you do not want to miss!

Product-led PPC and SEO: Solving the Paid vs. Organic Dilemma

Myriam Jessier

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Imagine a world where SEO’s compounding benefits can be validated and supported quickly with PPC and in return, the PPC budget can be maximized with proper SEO support. A product-led approach will help you to do exactly that and transform SEO and PPC into an effective growth engine. In this session, Myriam will explain how a pragmatic search strategy focused on outcomes over outputs will pave the way for a roadmap with feedback loops, testing frameworks, cross-functional processes, and distributed accountability. And all of these efforts, collectively, will establish a product-led growth model, that provides a clear path through digital marketing complexity, guiding stakeholders toward tangible and durable business results. This session is relevant for both PPC and SEO professionals.

When Algorithms Dance and Data Dazzles: Automating Technical SEO With Machine Learning

Dan Petrovic & Emilija Gjorgjevska

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Internal linking for websites with hundreds of thousands, and yes, even millions of pages is a challenge in itself. Emilija and Dan will take it a step further and unveil the secrets of optimizing internal links for such colossal websites. You will learn how to harness the power of BERT sentence embeddings and cosine similarity to navigate the vast digital universe with finesse. And after that we dive into the mar-tech realm of automated topical clustering and hub detection, all guided by the enchanting magic of eigenvector centrality. Sounds highly technical and geeky? We are not going to lie, IT IS. But this is SMX Advanced and if you are ready to embark on a knowledge-packed adventure where every click, every cluster, and every hub unlocks a new level of digital mastery, then this is the session for you.

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