Britney Muller, a proud MN native, graduated from the University Of Minnesota – Twin Cities with a major in Strategic Communications – Public Relations. Data is Britney’s yellow brick road. She knows just how to optimize businesses online and offline conversion rates through in-depth geo-local target market and customer acquisition research. Muller stays on top of her game by pivoting strategy month-by-month via google analytic evaluations, taking any new algorithmic changes into effect, dynamic targeting, A/B testing, eye tracking and multi-channel content evaluations.
Machine learning for SEOs
What is Machine Learning and how can we apply it to digital marketing? After this session, you’ll understand machine learning basics, what ML can be used for, examples of ML solving SEO tasks and executable programs you can start using immediately.
Matthew Howells-Barby is the Director of Acquisition at HubSpot, a leading global SaaS company, and the co-founder of Traffic Think Tank, a private membership SEO community with customers from over 40 different countries.
Everything you need to know about scaling SEO internationally
Taking the giant leap into international SEO is both daunting and full of potential banana skins. I’m here to share my knowledge so that the leap can be a little less daunting for you, and so that you avoid many of the common mistakes that are made. Packed full of examples, you’ll see how many of the top companies in the world have approached their international setup and how you can decide which is right for you.
Samantha Noble is the Founder of Biddable Moments, an Paid Media Consultancy Agency. We are a consultancy dedicated to helping brands and agencies increase their revenue through PPC and Paid Social advertising. Samantha won the UK Search Personality Award at the UK Search Awards 2016 and was also rated one of the top 25 in PPC Heros ‘Most Influential PPC Experts’ list in 2016 and 2017. Back in 2011, Samantha also founded the Digital Females group which now has in excess of 750 members and has held 16 events to date.
Put your money where your mouth data says
In a world where we are taking advantage of a variety of different marketing channels, how do we report effectively to understand which channel is responsible for the business growth? And how do we do this without having someone crunching numbers for hours and even days each month? During this highly actionable session, Sam will:
- Introduce you to Google Data Studio and SuperMetrics
- Show you how to visualise data from different channels easily
- Help you use data to dictate where you should allocate your marketing budgets
- Give you access to reporting templates I have created
- Save you and your team hours of reporting time
Bastian Grimm is Director Organic Search at Peak Ace and a renowned expert for large scale, international SEO. Having a background in software development and more than 15 years of experience in online marketing, Bastian still hugely enjoys all aspects of technical SEO. Peak Ace is an award winning, Berlin-based full service performance marketing agency with a strong focus on “all things search” serving clients in more than 20 different languages. Prior to running his own companies, he set up and trained in-house SEO teams for brands like Fox Mobile Group and oversaw their SEO activities in 25+ countries and for 100+ websites.
Implementing SEO recommendations effectively: How to make a powerful impact with real-world optimisation
To navigate Google’s several hundred ranking factors and signals, SEOs often create staggeringly vast audit recommendations without taking a client’s industry, available resources and current circumstances into account. This can have a serious negative effect on revenue streams and ROI. If you want to learn how to intelligently prioritise these measures according to impact, then this session is for you. Bastian will share his tips, tricks and best practices as based on over 200 audits that his team implemented over the past 3 years, broken down by industry/vertical. No more trial and error – here’s how to apply an SEO strategy that’s effective, efficient and truly tailored to your needs.
Jon is an experienced leader within the digital marketplace with over 19 years’ experience, and has demonstrated dedication to the industry over his career — which was recognised when he was awarded Search Personality of the Year 2017 at the UK Search Awards. He has worked in senior roles for large agencies, publisher-side with Yahoo, and more recently in the ad tech space as VP and MD EMEA of Marin Software before joining DeepCrawl as Chief Growth Officer and then setting up his own company Ascending Media. Jon is active in the search community, and is most likely to be found moderating, speaking and sharing his knowledge at conferences, webinars and events across the world. He also frequently judges industry awards, including the UK Search Awards, European Search Awards, US Search Awards and Performance Marketing Awards (to name a few.)
All things mobile in a mobile led world! Optimise or fail
Barry Adams has been building and ranking websites since 1998. Over the years he’s honed his skills in a wide range of businesses, from small agencies to Fortune 500 multinationals. In 2014 Barry founded SEO consultancy Polemic Digital, delivering specialised SEO services to clients worldwide, including as the UK’s most-read newspapers The Sun and Daily Mail and America’s most popular news channel Fox News. In addition to his consulting work, Barry lectures on SEO and digital marketing for several universities and travels the world to speak at digital conferences in his usual no-nonsense style. He also serves as chief editor at award-winning European digital marketing blog State of Digital and is on the judging panel for the annual European and US Search Awards.
Kirsty Hulse is an SEO, content and PR expert with over a decade of experience defining search strategies for some of the world’s leading brands. As the Managing Director of successful SEO agency Manyminds, she’s worked with household global brands such as Virgin Atlantic, Claire’s and IBM. She has recently began to invest her time in running confidence workshops to help support increased diversity in the workplace and creativity workshops to empower individuals and brands to be bolder with their marketing. She’s a renowned speaker on marketing, innovation and leadership, and is the author of the #1 Amazon bestseller, ‘The Future is Freelance’.
How science can help you have better ideas
We live in a world where the digital marketing landscape is changing. It’s getting harder to get cut through, harder to get journalists to like our ideas and harder to get customer loyalty. The ability to be creative, to innovate and think of new, original ideas and solutions is a skill that will prove to be invaluable in the future. In this inspiring talk Kirsty will talk about why we need to improve our creative thinking, and define a process that can help us all improve our ideas and originality in our daily lives.
Stephen is head of digital at the UK’s leading automotive retailer Pendragon PLC – working across brands including Stratstone, Evans Halshaw, Pinewood, Car Store, Quickco and Pendragon VM – and has previously held various director roles at Kin + Carta-owned marketing agencies Branded3 and Edit.He’s delivered keynotes and presentations at more than 100 events in 10 countries. In 2016, Stephen co-founded SearchLeeds, which has grown into the largest one-day digital conference in the north of England. Stephen mentors marketing and communications students at Sheffield Hallam University, where he graduated with an MA in Renaissance Literature.
Content marketing frameworks that will get you paid more
Dandelions, to paraphrase Cory Doctorow, indiscriminately fire thousands of seeds off into the sky at the slightest breeze, without any care for where they’re heading and whether they’ll get a hospitable reception when they touch down. That’s basically how marketers treat content, so I’m going to show you several repeatable methodologies you can implement and increase the chances that your on-site and off-site content land with your audience. You’ll learn how better planning and measurement will make you and your content worth more to your business.
Jennifer is an enthusiastic and passionate Marketing Director with nearly 15+ years of experience in brand building and strategic marketing, with an impressive track record of developing key partner relationships. Fascinated by all things impacting the customer journey; brand experience, user experience and customer experience. Hyper curious about new tech, innovation and startup culture!
The business value of SEO
Jill is a chatty, candid, lady with a knack for creating templates and models that people can use to learn all about digital marketing. LOVES analytics and learning about UX and user behaviour. Has an obsession for decent coffee and a love for small batch Gin.
UX and marketing: A tinder match made in heaven
In today’s multiple-channels-to-market-your-business-world you will find that no marketing channel or skill “stands alone”. They all merge and bend into each other somehow. Marketing aims to create value for a business and drive profitable customer interactions, and UX aims to improve the quality of a user’s experience with your brand’s offering. Marketers may be surprised to see how UX can impact and improve their channel marketing and as for the UXers, you have more skills to offer outside development and product tasks. In this talk, Jill Quick will share how she thinks UX and Marketing are a super love match and will share how she has used UX techniques to improve SEO, Copy and Reporting. You should definitely swipe right!
Shannon is the Head of PR and Content at Aira Digital where she oversees all elements of content production and media outreach. Her key skills include developing integrated creative content campaigns, digital PR strategies and media relations/link building. She has experience in working with well known consumer brands such as TravelSupermarket, Vouchercloud, RS Components, Goodyear Tyres and AXA PPP healthcare.
Making headlines: Which newspapers are most likely to publish your content (with links!)?
As outreach specialists, we’re told from the start of our careers, not to launch a campaign on a Friday afternoon or avoid the MailOnline because it only ever gives nofollow links, but is that really true? Shannon’s talk aims to prove or disprove these digital PR ‘gut feels’ with data from leading national new sites to help you learn things like which is the best day to launch your campaign and which sections of sites give out those all important links so you can supercharge your outreach strategies.
Laura’s been in the digital marketing industry for over eight years, the majority of this spent within an agency. Since leaving agency life, Laura’s launched Milo’s Mail, a dog subscription box and supported a number of e-commerce companies with their digital needs. Expect dogs in her deck and a Kinder Egg in her bag.
A migration & domain name change at once?! Did it work?
An in-depth look at how one multi-million pound e-commerce company not only launched a newly designed website, with a new architecture, but also completely changed domain name at the same time. Did they get the organic benefit they hoped for? Or was this too much in one go?
Having worked on some of the world’s most iconic brands, across multiple verticals, including American Express, Pandora, AXA and many others, he has built up his cross channel digital marketing credentials. He currently manages strategic clients, where he consults on their digital marketing efforts in a data-driven, results oriented approach through the usage of the Searchmetrics platform.
Search, the easy way: The content sales-person analogy explained
SEO is simple, or at least is should be. Shyam Dattani will show why your content needs to act more like a salesperson for your product and show you the process of making that happen.
Fabrizio leads Organic Growth and SEO at TransferWise. Before bootstrapping TransferWise in-house SEO team he used to consult enterprise clients across finance, e-commerce & tech at [email protected], Ogilvy’s performance marketing agency. He’s passionate about search engines, online communities, startups, slightly obsessed with exchange rates and bringing transparency to the finance industry.
Building, hacking and killing a bespoke CMS
What if you could build a CMS with features that are made specifically to answer a specific cluster of search intents around a product. We did that for our core product, we then developed it further to serve a larger purpose in building landing pages for SEO and other channels but ultimately we moved away from a CMS setup to answer search demand for our core product and replaced it by a set of APIs that automatically create and manage content on landing pages. In the talk I will cover early technical learnings from building a SEO friendly CMS from ground up (how we designed ahreflang, indexing, picking the right tech stack, structured data features) but also how we now are able to scale our efforts by moving set of product pages into a dedicated service run by APIs and testing framework.
Matt Holmes is Head of Digital Marketing for Thomas Cook Group Airline. Formerly Head of Paid Search at Emirates, he specialises in guiding international, multi-lingual brands through times of digital transformation. Matt is passionate about pushing what’s possible in digital marketing through making the best use of tech, data, people, and processes.
How to run a great request for proposal (RFP) process
Running a client-side RFP process can be a daunting task. How do you ask the right questions and unlock the right answers? How do you manage your time so it’s not swallowed up by several people asking for the same information? How do you make sure you end up with an agency that’s right for you? A client-side marketer that’s also worked at a search agency, Matt Holmes has identified 8 key steps to lead you towards a successful, considerate, and mutually beneficial RFP process.
Izzi Smith is an SEO Manager at Sixt rent a car, where she focuses on driving the performance of the US and UK markets, but also helps develop global Sixt rent a car SEO strategies and projects. She’s originally from Burnley but moved to work at the Sixt HQ in Munich in 2014. During her time in SEO, Izzi has developed a strong passion for all things Search but especially got invested in Structured Data, UX, local performance and technical SEO. Izzi started speaking at conferences in 2018 and since then she has been rated the top speaker at several major SEM events and co-runs a weekly Online Marketing edutainment podcast.
Local SEO from the international inhouse perspective
David is Associate Director of Content Marketing at Edit, leading the PR, content and outreach strategies for some of the biggest brands around the globe. With a background in business management and marketing, David has a deep understanding of the wider marketing mix and how this contributes to a brand’s bottom line.
Is Facebook killing journlaism? And how should brands react
Carrie is a Senior Campaign Strategist at Edit, responsible for running creative content marketing campaigns for some of the agency’s largest clients. Her work closely aligns with SEO strategy, building links on top tier publications to improve organic performance. She has been shortlisted for young digital marketer of the year at the northern digital awards 2019, and previously won Best use of search within Travel at UK search awards 2018, and Best Content Marketing Campaign at the UK Search Awards 2017.
Nichola is founder and managing director of Erudite, a technical marketing agency who deliver significant growth to clients from SEO, CRO and web analytics. Nichola founded Erudite in 2010 having previously worked at Yahoo! as head of UK search partnerships and has steered Erudite to become a multi-award winning business, well respected by peers. Erudite are the creators of the Hreflang Sitemap Tool, used by over 3,000 agencies and technical SEO practitioners across the world.
The state of PWAs
Progressive web apps have been around for some years now, but adoption rate appears to be slow. In this talk Nichola will review the baseline and enhanced PWA criteria to explore why this might be. In addition we’ll also cover what’s new, benefits experienced by early adopters, tracking tips, how to get into the Play Store; as well as some of the current downsides and security considerations.
Luke Monaghan is a Senior SEO Account Manager at the London based mobile-first digital performance agency, Fetch. Although experienced in all aspects of SEO, Luke finds himself drawn to the technical side, where he coordinates and manages technical projects across a broad range of businesses, from national to global.
Dom Hodgson is a recovering SEO who spends his days building Kerboo and Little Warden, his nights trying to be funny on stage and his holidays usually partaking in Disney based activities. He has spoken around the world on various topics such as hacking, sweet shops, search, fundraising, and of course the mouse. He hates writing about himself in the third person BUT he really really hates running.
Delighting your customers
We have a very limited market for advertising (and to be honest every time I’ve used Adwords I’d have been better off handing out £10 notes in the street) so when we do get a customer, we want to make sure that they fall in love with the product (and that they tell all their friends). Here are some things we do (and some things we tried) that make our customers happy)
Grant is a data specialist. He works at Photobox as a data and analytics consultant where he builds solutions with Google Analytics, Google Tag Manager, Data Studio and a bevy of other tools to help teams generate more revenue through data. He has over 15 years’ experience in digital starting out as a developer and working across multiple verticals including e-commerce, publishing, startups and travel. He deployed data solutions within a bevy of well known companies such as Dreams, Missguided, Arsenal Football Club and Virgin. Grant enjoys speaking at conferences and meetups, having delivered sessions at BrightonSEO, Magento Live and other events in the UK. When not at work, he can usually be found building Lego with his kids.
Analytics and SEO – The perfect partners in crime
Butch Cassidy had the Sundance Kid, Robin Hood had Little John, and Bonnie had Clyde. Historic duos don’t come around often, but when they do, they can often reach legendary status. Inspired by these famous pairings, we are going to look at what opportunities there are for Analytics and Seo to team up to steal traffic from your rivals or even just show a few ideas to make other teams want to have you join their gang!
Emily is a consultant at Distilled. In the SEO world, her interests revolve around technical SEO, analytics, and reporting. When she’s not at her desk, you can find her either working on her creative writing or FaceTiming her cat Tilly, who lives in California.
Featured Snippets – the achievable SERP feature
SERP features are increasingly overtaking the search landscape, stealing traffic from content providers. The featured snippet, however, is one that we still have a level of control over. I will show you exactly how much traffic you can expect to gain by acquiring featured snippets with data from case studies to justify their value, and also share tips on how to win them.
Helen is the Head of SEO at Avenue Digital and has over ten years of experience in digital marketing. She is highly skilled in the technical aspects of SEO as well as overarching SEO strategies and business plans. She works with clients to develop comprehensive and detailed forecasts and strategies, focusing closely on deliverables and agreed KPIs. Helen’s talks always focus on finding pragmatic solutions to common SEO problems.
Discovering the truth in dark traffic
Google Analytics should bring clarity to your campaigns, but search marketers are increasingly being tricked. Organic traffic masquerading as direct, internal UTM codes corrupting sources and referral channels getting far too much credit; dark traffic is a problem. Helen’s talk gives you the tools to find the truth from your Google Analytics data, ensuring your insights are based on fact and drive measurable improvements to your campaigns.
Typically drawn to super-juicy digital transformations, lover of all things eCommerce and obsessed with site architecture. Luke is a specialist in technical SEO and CRO and has worked in-house for brands such as Renault, CAT and Chemist Direct.
Andy Duke is Head of Design and Development at digital agency Stickyeyes. Currently leading a team of 20 across two sites, Andy is responsible for a wide range of output including UX, design, development and video. Before joining Stickyeyes, Andy spent a decade immersed in digital, working as everything from a wide eyed junior developer to a UX practitioner and mobile specialist. Having worked with brands as diverse as HSBC, first direct, Childline and LG, Andy is a huge advocate of user-centered design and has been published in Smashing Magazine, Web Designer Depot and .net.
Rise of the robots: How well can machines measure UX?
As UX becomes an increasingly important online metric, Andy will look at how well machines (including Google) can actually measure the experience of a user. He’ll discuss the advantages, but also the dangers of relying on (easy to measure) factors like bounce rate or time on site. And he’ll also share his tips on getting the best of both worlds – machine measured UX with harder to measure human UX insights. We imagine there may also be quite a few Terminator references!
Sarah is Head of Biddable Media Strategy at digital agency Stickyeyes. With a passion for understanding how brands work to ensure the team are building innovative and super relevant biddable strategies, she’s usually found on the front line with clients, maintaining relationships and bringing in new business. With particular expertise in the highly competitive world of retail, Sarah advises the likes of French Connection, Ted Baker and Hunter, the latter of which has just been shortlisted in this year’s Drum Search Awards for outstanding Google Shopping results.
One Search – combining your organic and paid strategies for greater effect
Brands are still approaching search marketing as two separate channels, organic and paid, and often engaging separate agencies to work on very different approaches. But in modern search, is this approach really relevant, and is it delivering the best possible return? Sarah will look at how you can break out of the single-channel vacuum and build strategies that not only adapt to customer intent but also competitor movements and messaging to make sure you never spend a £1 more than you need to.
By day Oliver is an SEO Manager at Screaming Frog, where he balances technical site analysis, content creation, and keeping his team happy. Also by day (and usually during work) he also runs a top secret Twitter account that posts regular Lord of the Rings gifs and relates them to problems that all SEOs have. Oliver is returning for his 2nd gig at SearchLeeds.
How to make fake news for links
Tired of infographics? Got a bunch of clients nobody’s ever heard of? Got no budget, but need top-level links? Why not orchestrate your own hilarious viral news stories for great exposure. All you need is photoshop and a good idea.
With over 8 years’ experience in traditional and digital PR, Beth has worked across a variety of sectors including retail, travel, financial services and FMCG. Shortlisted for Young Professional of the Year 2018.
Owen is an obsessive sports enthusiast, and in his spare 40+ hours a week, loves being the Head of Biddable Media at Pendragon PLC. With experience both agency‐side and in‐house, he has led large, cross‐channel advertising campaigns, and managed key client relationships over the past 10 years. Prior to his time at Pendragon, Owen headed up biddable media at the Nottingham agency, Hallam Internet, where his team delivered a number of award‐winning campaigns. He also believes in helping aspiring marketeers understand the importance of the digital landscape, and as a result, can be found lecturing on various courses at Nottingham Trent University.
Who should bring PPC in house and who shouldn’t?
Lukasz Zelezny, top 10 UK social media influencer, UK search awards judge and former director of organic performance at ZPG. Previously leading his team he is responsible for the uSwitch.com, Zoopla.co.uk and PrimeLocation organic visibility, conversion rate, traffic and engagement. Lukasz is a hands-on person; he spends lots of his time keeping up to date with the changes in the technology of online marketing. Lukasz started his career in 2005 and has since been responsible for the organic performance of a number of companies including HomeAway, Thomson Reuters, The Digital Property Group and Fleetway Travel.
He is a graduate from the Silesian University of Technology with a BA in Marketing.
He travels up to 75,000 km a year speaking at many SEO and social media conferences including ClickZ Shanghai China, ClickZ Jakarta Indonesia, SiMGA Malta, SES London in the United Kingdom as well as conferences held in Europe; Marketing Festival in Brno, Brighton SEO in Brighton, UnGagged in London. Every year he is actively participating in 10 to 20 events as an SEO/Social Media keynote speaker. Additionally, he organizes workshops and meetups where he is sharing tips around SEO, Social Media and Analytics.
The Butterfly Effect in SEO
I’m skipping the jargon and going straight to the point.
My presentation will show you which small and simple SEO changes can best improve traffic and revenue. I’ll focus on the latest tactics that immediately boost SEO performance, you’ll learn how to efficiently use limited resources to receive the biggest benefits.