Speakers

The largest search marketing event in the north of England. No sales pitches- just actionable advice.

20.06.19

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Britney Muller
Senior SEO Scientist, Moz

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.

Talk title:

Machine learning for SEOs

What it’s about:

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 Barby
Director of Acquisition, HubSpot

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.

Talk title:

Everything you need to know about scaling SEO internationally

What it’s about:

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
Founder, Biddable Moments

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.

Talk title:

Put your money where your data says

What it’s about:

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
CEO & Director Organic Search, Peak Ace

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.

Talk title:

Why most SEO audits are SH*T

What it’s about:

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 Myers
Founder, Ascending Media

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.)

Talk title:

All things mobile in a mobile led world! Optimise or fail

What it’s about:

and is well on the way to transitioning to a “Mobile First” Index. So you need to act now or you will lose! This actionable session will give you all you need to know to succeed in this mobile world that we now live in.

We will cover:

  • Mobile SEO Optimisation – What do you need to do and when with actionable tips to take back to the office to optimise Mobile.
  • Paid Search and Social formats – How can I advertise? How do I target? What ad formats are there? What should I track and what is the ROI?
  • Voice Search – Is it as big is people say? Can it work for my business?
  • Google Mobile Index – It all started back in 2017 and there has been a lot of talk in 2018. What are the latest updates and what do you need to do?
Barry Adams
Founder, Polemic Digital

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.

Talk title:

JavaScript is ruining the web (And I love it)

What it’s about:

Many developers are in love with JavaScript. It enables them to quickly build and launch prototypes to create and scale engaging online experiences. But there’s a huge cost to JavaScript, both in the strain it places on client platforms that have to run it and web platforms – like search engines – that try to make sense of it. On top of that, JavaScript has enabled the current surveillance society we live in. In a very profound way, JavaScript is a direct threat to the free and open web. But that doesn’t have to be a bad thing. In fact, JavaScript has helped open our eyes to the dangers besieging the web, stirring a hornet’s nest of activism. On top of that, JavaScript keeps a legion of SEOs gainfully employed as developers build & launch web apps but pay little heed to the need to drive traffic. In this talk, Barry Adams will explain exactly why JavaScript is evil, but how we as web professionals can gain from it – both in terms of continued work, and as a catalyst to ensure the web remains open and free from manipulation by governments and corporations.

Kirsty Hulse
Founder & MD, Manyminds

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’.

Talk title:

How science can help you have better ideas

What it’s about:

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 Kenwright
Head of Digital, Pendragon PLC - Stratstone and Evans Halshaw

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.

Talk title:

Content marketing frameworks that will get you paid more

What it’s about:

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 Hoffman
Marketing Director, DeepCrawl

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!

Talk title:

The business value of SEO

Jill Quick
Co-Founder, The Coloring in Department

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.

Talk title:

UX and marketing: A tinder match made in heaven

What it’s about:

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 McGuirk
Head of PR & Content, Aira Digital

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.

Talk title:

Making headlines: Which newspapers are most likely to publish your content (with links!)?

What it’s about:

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 Hogan
Founder, Milo's Mail

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.

Talk title:

There’s Nothing Wrong With Being A Vulture – Using Your Competitors For SEO Wins

What it’s about:

In this talk we’ll focus on how e-commerce brands can use their competitors to their advantage: from picking up broken links, to cool UX features; there’s no doubt that your competitors are watching your every move and waiting to strike… so do it back.

 

Shyam Dattani
Director, Searchmetrics UK / FR

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.

Talk title:

Search, the easy way: The content sales-person analogy explained

What it’s about:

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 Ballarini
Organic Growth & SEO Lead, TransferWise

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.

Talk title:

Building, hacking and killing a bespoke CMS

What it’s about:

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
Head of Digital Marketing, Thomas Cook Group Airline

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.

Talk title:

How to run a great request for proposal (RFP) process

What it’s about:

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.

Nichola Stott
Managing Director, Erudite Agency

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.

Talk title:

The state of PWAs

What it’s about:

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
SEO Account Director, Fetch

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.

Talk title:

Site speed: Time to meet the mobile expectation

What it’s about:

The need for speed is increasing, especially on mobile. At a time where mobile-users expect their needs to be met within 3 seconds, why do we find ourselves falling much shorter on this? Luke will be highlighting the current standards delivered by industries on mobile, the differing standards we see cross-device, how shortfalls ultimately impact businesses and what we can do to ensure we deliver optimal mobile site speed performance. He’ll also be looking at existing and upcoming tools and technologies that we have at our disposal.

Dom Hodgson
Cofounder, Kerboo & Little Warden

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.

Talk title:

Delighting your customers

What it’s about:

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 Kemp
Data & Analytics Consultant, Photobox

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.

Talk title:

Analytics and SEO – The perfect partners in crime

What it’s about:

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 Potter
Consultant, Distilled

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.

Talk title:

Featured Snippets – the achievable SERP feature

What it’s about:

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 Pollitt
Head of SEO, Avenue Digital

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.

Talk title:

Discovering the truth in dark traffic

What it’s about:

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.

Luke Carthy
Digital Lead, Mayflex

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.

Talk title:

How to score big-hitting CRO and sales growth using a SEO crawler and custom extraction

What it’s about:

Every SEO has a favourite Web crawler in their toolkit, but have you ever used it to make major leaps and bounds with CRO too? Luke will be walking you through a number of proven and successful strategies that can be put to work to reveal weak points requiring attention and highlighting areas that can yield big revenue and conversion gains.

Andy Duke
Head of Design and Development, Stickyeyes

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.

Talk title:

Rise of the robots: How well can machines measure UX?

What it’s about:

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 Barker
Head of Biddable Media Strategy, Stickyeyes

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.

Talk title:

One Search – combining your organic and paid strategies for greater effect

What it’s about:

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.

Oliver Brett
SEO Manager, Screaming Frog

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.

Talk title:

How to make fake news for links

What it’s about:

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.

Beth Nunnington
PR Director, Journey Further

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.

Talk title:

PR that drives performance

What it’s about:

PR. A fluffy, vanity channel that’s impossible to report on. Right? Wrong. PR needs to start PR’ing itself better. Join Beth as she explores the strategy, tools and techniques you need to drive performance from your PR strategy. From the SEO and programmatic data that can help build media lists to creating a newsroom mentality in your team and proving ROI through real-time reporting. Get along to this for a fresh perspective on a powerful channel.

Owen Gill
Head of Biddable Media, Pendragon

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.

Talk title:

Who should bring PPC in house and who shouldn’t?

What it’s about:

Making the right choice for paid media management is vital for maximising results. However, the ‘right’ choice differs from business to business, and may not always be a simple one to make. By exploring the challenges businesses face and their main requirements, you are able to establish whether the use of an agency, building an in-house team or a combination of both, would be the ideal solution.”

Lukasz Zelezny
SEO Consultant,

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.

Talk title:

The Butterfly Effect in SEO

What it’s about:

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.

Rory Truesdale
SEO Strategist, WeWork/Conductor

Rory works for Conductor and is currently the SEO Strategist for WeWork across EMEA (following the WeWork acquisition of Conductor in 2018). Rory has experience across technical SEO, content marketing and PR and is passionate about working with organic search data creatively to develop new SEO tactics and insights that can be applied to a broader digital strategy.

Talk title:

Intent optimisation: Why it matters and how it can improve your SEO results

What it’s about:

Searcher intent is becoming one of the most talked about topics in SEO, and it’s easy to see why with Google getting better at understanding intent and ranking sites it sees as aligned with that intent. Rory will be sharing tips on identifying SERP intent at scale, automating the process of categorising keywords by intent and sharing advice on how you can optimise your pages to ensure they are clearly aligned with the intent Google favours.

Sophie Coley
Director, answerthepublic.com

Sophie is focused on gathering audience insight and developing human-centric strategies which span SEO, content, PR, social and paid media. She’s particularly passionate about ‘Search Listening’; the art of using search data to uncover motivations, attitudes and truths about audiences that are typically lacking in other research methods. Sophie originally trained in journalism and her 10-year career in search has seen her work with the likes of M&S, Waitrose, Kuoni, Celebrity Cruises, Westfield, PureGym and more. She’s a Director of AnswerThePublic.com; author of Audience Insight in the Age of Google, which helps marketers to get rich insights from the tool, and was the first ever Young Search Professional of the Year at the European Search Awards.

Talk title:

Search Listening: Why and how you should be using Google data way beyond traditional keyword research

What it’s about:

Sophie couldn’t agree more with data scientist, Seth Stephens-Davidowitz, who says that Google data is ‘the most important dataset ever collected on the human psyche’. While most marketers are au fait with research methods like Social Listening and regularly take insights from traditional research methods like focus groups and surveys, search data is way too often associated with little more than SEO and PPC planning. By ignoring the attitudes, motivations and behaviours that consumers display when they search, businesses are missing out on a wealth of incredibly valuable insight which comes for free.

Within her talk Sophie will look the linguistic cues that audiences use when searching within a number of different industries, as well as the broad insights that we as marketers should be looking out for when handling Google data. She hopes it’ll help you to approach search in an audience-centric way and inspire you to get colleagues beyond your immediate team excited about how Search Listening could benefit their channels, from planning to PR and beyond.

Will Hobson
Digital PR Manager, Edit

With a background in Traditional PR, Will heads up the Digital PR and Social team at Edit. With over 7 years experience in PR and content marketing he works across some of Edit’s largest accounts building links on top tier publications to improve organic SEO and social performance.

Talk title:

Why social media should be part of your search strategy

Sam Marsden
SEO & Content Manager, DeepCrawl

Sam Marsden is an experienced SEO and digital marketer, working as SEO & Content Manager at DeepCrawl. Sam is a regular speaker on the SEO conference circuit and a columnist for Search Engine Journal and State of Digital. When he isn’t writing about technical SEO or experimenting with new Data Studio dashboards, Sam enjoys weekend runs to shake off a mean hangover and scouring the web for dank memes.

Talk title:

Overcoming Technical SEO challenges for enterprise sites

What it’s about:

You might have a standard set of processes and fixes when dealing with normal-sized sites, but how does that change when you start working with large enterprise sites? How do you adapt SEO processes to work effectively for clients with these needs? In this session, Sam will provide efficient and effective strategies on how to tackle complex SEO challenges for enterprise level sites.

Polly Pospelova
Head of Search, Delete Agency

Polly is the co-manager of Delete Agency’s visibility team, made up of SEO specialists, PPC managers and content & PR consultants. In addition to this, she works with Delete’s UX designers and technical developers, on strategies for enterprise level web projects. A passionate search professional and problem solver, Polly thrives on finding solutions to marketing problems. She has a strong ROI-focussed approach and significant experience in delivering successful marketing campaigns and search-centric website applications. Polly adapts, evolves and fine-tunes everything to get the very best results.

Talk title:

How to hack rankings with page speed optimisation

What it’s about:

Google first announced that website speed would become a ranking factor way back in 2010, but yet there’s been no evidence of it clearly having an impact.

So to find out if speed and performance do indeed affect rankings, Delete’s SEO R&D team ran an experiment. They wanted to know if rankings could be ‘hacked’ by improving speed and performance and if they could, what it would take to do it.

In this talk Polly will share exactly what her team did and more importantly what they achieved. From migrating to HTTP2 and advanced image manipulation, to ‘hacks’ for the handling of critical resources, all the crucial tactics involved that were needed to achieve a top performance score will be covered with real examples.

Polly’s ambition for this talk is to inspire the audience. She will share a few reasons why speed and performance are important and why they shouldn’t be underestimated. So if you really want to get ahead of your competition with just a few tactical changes, come to see Polly’s talk to get new ideas to take away and implement immediately.

Hannah Perry
PPC Manager, Manchester Airports Group

Hannah is a PPC Manager at MAG-O, Manchester Airports Group in-house digital agency. Hannah has over 4 years’ experience in PPC having started her career at Confused.com.

Talk title:

The multi-million pound keyword

What it’s about:

How do you gain control and optimise a keyword that drives over 60% of your revenue? Hannah will discuss how segmentation and automation allowed MAG to grow their market share and increase profitability through optimising just one keyword.

Angus Hamilton
CTO, Search Laboratory

Angus is responsible for managing the team that develops Search Laboratory’s proprietary software. He also sets the strategic technical direction of the company; planning and delivering future developments required to support Search Laboratory’s global client portfolio. Angus has over 20 years’ experience in IT development and management. Before joining Search Laboratory Angus headed up a team developing legal software in Leeds, where he merged his law degree and passion for developing to build case management software and workflow systems for lawyers.

Talk title:

Leveraging your first-party data for successful cross-channel marketing campaigns

What it’s about:

First-party data is now more important to the success of your digital marketing campaigns than ever before, due to recent restrictions around the use of third-party data. In this talk we will interrogate what is possible with existing technology that can integrate directly with your advertising platforms.

Gary Arnold
Group Technology Director, Edit

Gary has over 20 years helping brands across a wide variety of sectors to put the data and technology capabilities in place to power enhanced customer experiences. Having worked in technical, commercial and customer facing roles Gary effectively bridges the gaps across lines of business, translating target experiences into data strategies and informing creative experience design with the possibilities offered from innovative application of technology.

Talk title:

Personalisation in Search journey

What it’s about:

Marketing needs to deliver consistent, seamless personalised experiences to help find, keep and grow customers. But marketing is stuck in rut, following outdated ways of working that mean it is struggling to keep up with consumer expectations. In this talk, we’ll discuss the types of change that need to happen to support personalistion and how Search professionals are ideally equipped to operate in this new world.

Jon Greenhalgh
Digital Media Director, Edit
Talk title:

AI in Paid Media and strategies you can use tomorrow

Tanesha Stafford
Co-Founder, Armchair Marketing

In 2016, aged just 24 years old; Tanesha co-founder her first business (a digital marketing agency in the male-dominated automotive industry), taking just three months to acquire multiple well-known, international brands to her portfolio.
Today, her multiple-award winning experience in Google PPC & social media, has been put to good use across 9 countries & provides on-the-pulse takeaways for your audience! She works with well known international brands such as: AutoTrader, Toyota, Lexus and Motors.co.uk to name a few.

Talk title:

Land Grab: How to win business from your competitors with Google PPC

Rob Smith
Managing Consultant, DQ&A

Rob is a digital professional with 12 years experience, working with both brands and agencies to develop capability in advertising technology and building cutting edge programmatic products. During his time working for Dentsu Aegis in Manchester Rob drove the growth of Amnet, the agency programmatic solution, leaving after 8 years to work on independent programmatic consultancy projects. Now with DQ&A, Rob has established the technology consultancy’s first UK office outside of London and works with a variety of clients to help them leverage products across the Google Marketing Platform, such as Google Analytics 360, Search Ads 360 and Display & Video 360.

Talk title:

Demystifying in-housing for advertisers and agencies

Puneet Vaghela
Head of Innovation, Adzooma

Puneet (Pun) has been in digital marketing since 2007, starting off in SEO, before slowly moving to the dark side of search into PPC. He has worked for some of the largest brands in the world across multiple industries, including automotive, FMCG, retail, entertainment, finance, telecoms and NGOs. He has been at the forefront of digital marketing for a number of years now, with several award wins and recognitions in the industry. Most recently, Pun was the Head of Search at PHD UK, and has now moved on from agency life to pursue his thirst for knowledge in the wider world.

Talk title:

Research and execution: Marketing’s most important relationship

What it’s about:

No matter how good a singer is, there can be no hit without the right lyrics. Equally great lyrics mean little if not given to the right performer. This intricate relationship is similarly played out in media with research and the correct execution across platforms. In this talk, Adzooma discuss the evolving data points top quality research is now able to draw upon and how to execute these across media platforms. They will share best practices that will enable you to outperform your competitors and leave you with tactics that can be immediately implemented.

Sal Mohammed
Head of Partnerships, Adzooma

Sal started out at Telefonica O2, eventually becoming Head of Business Commerce, responsible for creating digital products for their over 2m businesses. He then moved to Google to develop tech partnerships with the world’s leading companies. Sal is now Head of Partnerships and runs the London office for Adzooma, a marketing technology company using technology to unlock marketing opportunities for businesses and agencies. He is also the founder of digital charity, Connected Homeless.

Talk title:

Research and execution: Marketing’s most important relationship

What it’s about:

No matter how good a singer is, there can be no hit without the right lyrics. Equally great lyrics mean little if not given to the right performer. This intricate relationship is similarly played out in media with research and the correct execution across platforms. In this talk, Adzooma discuss the evolving data points top quality research is now able to draw upon and how to execute these across media platforms. They will share best practices that will enable you to outperform your competitors and leave you with tactics that can be immediately implemented.

Alexandre Sigoigne
Co-founder and CEO, Myposeo

Alexandre is co-founder and CEO of Myposeo. He founded company when he was 21 years old. He is passionate about web analytics, SEO, innovation and startups. Working and helping brands and agencies to elevate SEO since 10 years, making it the leading platform in France.

Talk title:

Build SEO content strategy based on SERP and competitive analysis

What it’s about:

The SERP is competitive and relatively varied, the competition is more and more complex and aggressive and therefore it is necessary to give more value to the content, discover how to produce a content strategy based on a competition analysis and advanced SERP.

Laura Bartlett
Founding Editor-in-Chief , House of Coco Magazine

Laura Bartlett is the award winning founding editor and publisher of global magazine House of Coco, sold on newsstands all over the world as well as in store at Harrods and Selfridges. Having built this business in her tweeties with zero investment from the ground up, Laura is a leading voice for young female entrepreneurs and a larger than life example of failure breeding strength.
From being ridiculed by Peter Jones on Dragons Den at the age of 23, she is now in demand from brands all over the world, living her dream. Laura is a #girlboss with a passion for speaking, inspiring and motivating others to be the best possible versions of themselves. Laura is passionate about encouraging all readers, but especially millennials to live their best lives, to take risks to follow their dreams and be in control of living on their terms.

Talk title:

Why social media is more than just the numbers

What it’s about:

In this session Laura will talk about how she’s built a strong brand based on relationship building and through story telling. Laura and her team travel around the world every single day creating content, working with brands from the Shangri-La hotel to Bentley and this is all through the art of strong story-telling.

Liam Patterson
CEO, Bidnamic

Liam is an entrepreneur with deep experience in digital marketing and eCommerce having previously established and scaled several eCommerce ventures, now leading to the creation of Bidnamic.

Talk title:

The battle to stay competitive in a crowded online market

What it’s about:

Liam will be taking part in a panel run by Bidnamic featuring speakers from Journey Further, Multi-Feeds and Naylors Equestrian.

With the highstreet struggling, it’s no wonder that the ecommerce industry is booming with massive growth year on year. It’s never been easier to advertise online, but it’s never been harder to reach customers. However, companies such as Naylors Equestrian, who have been in the industry for years, have managed to grow in an increasingly competitive market, where many have failed to do so. They share their secrets to success alongside industry experts from Bidnamic, Journey Further and Multi-Feeds on how to gain market share and outrank competitors.

Topics will include:

What marketing channels are worth investing in?
How is AI and Machine Learning playing a part in marketing strategies?
How to utilise Google Shopping to drive success
Is it worth investing in paid social?
How can smaller businesses compete against the biggest names in retail?
Choosing the right channels for your target market
Success stories and overcoming failures

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