Engage is back August 11, 2023

Governor Ballroom (4th Floor)

Registration and Breakfast

Governor Ballroom (4th Floor)

Opening Remarks and Welcome

Governor Ballroom (4th Floor)

Opening Keynote
Speaker: Cindy Krum
Session Title: The Future is Now – Responding to Google’s AI Changes with SEO

Session Description

Governor Ballroom (4th Floor)

Track: SEO
Speaker: Ruth Burr Reedy
Session Title:  How to Stop Worrying and Love GA4
Session Description

Grand Ballroom (3rd Floor)

Track: Paid
Speaker: Kirk Williams
Session Title: Google Shopping Feed & Campaign Tips to Rule PMax, Shopping Ads, The World…
Session Description

Renaissance Room

Track: Other
Speaker: Rachel Heseltine
Session Title: “It’s coming from inside the business!” Lessons from an experienced in-house marketer
Session Description

Governor Ballroom (4th Floor)

Track: SEO
Speaker: Carolyn Shelby
Session Title: Using Automated Articles Successfully: Is it Possible?
Session Description

Grand Ballroom (3rd Floor)

Track: Paid
Speaker: Marty Weintraub

Session Title: GPT-Amped B2B & B2B2C Dossier Marketing: Automated LinkedIn/Sales Navigator Hacks to Build Brands & Crush Conversion
Session Description

Renaissance Room

Track: Other
Speaker: Max Prin
Session Title: What does Technical SEO look like in 2023?
Session Description

Governor Ballroom (4th Floor)

Lunch

Governor Ballroom (4th Floor)

Track: SEO
Speaker: Lily Ray
Session Title: SGE: New Features in Google Search & How to Respond
Session Description

Grand Ballroom (3rd Floor)

Track: Paid
Speaker: Frederick Vallaeys
Session Title:  How to use GPT to do PPC better and faster
Session Description

Renaissance Room

Track: Other
Speaker: Lauren Teague
Session Title: Amplify and Atomize: Use AI to Turn a Single Idea into a Month’s Worth of Content
Session Description

Governor Ballroom (4th Floor)

Break

Governor Ballroom (4th Floor)

Track: SEO
Speaker: Dave Rohrer
Session Title: Creating Actionable SEO Deliverables
Session Description

Grand Ballroom (3rd Floor)

Renaissance Room

Track: Paid
Speaker: Dave Roth
Session Title: Digital Marketing Playbook for B2B Brands
Session Description

Governor Ballroom (4th Floor)

Closing Keynote:
Speaker: Rand Fishkin
Session Title: The End of Marketing Attribution
Session Description

Governor Ballroom (4th Floor)

Closing Remarks & Wrap up

Grand Ballroom (3rd Floor)

Wrap Party

Virtual Stage

Virtual Stage

Organic Search

Speakers:

• Dawn Anderson –   Berty

Session Description:

Passage Indexing – It is More Important Than You Think

Whilst passage indexing may seem like a small tweak to search ranking, it is potentially much more symptomatic of the beginning of a fundamental shift in the way that search engines understand unstructured content, determine relevance in natural language, and rank efficiently and effectively.

It could also be a means of assessing overall quality of content and a means of dynamic index pruning.  We will look at the landscape, and also provide some takeaways for brands and business owners looking to improve quality in unstructured content overall in this fast changing landscape.

Virtual Stage

Top SEO Issues & Mistakes in 2021 And How to Overcome Them

Speakers:

• Aleyda Solis – Orainti

Session Description:

From strategical to execution, technical to content, Core Updates to Web Migrations…

In this session Aleyda will go through the main issues and mistakes SEOs face nowadays in the most common scenarios and phases of the SEO process that end up negatively affecting its outcome, and will share how to fix them.

Virtual Stage

CRO – Conversion Rate Optimization

Speaker:

• Jason Wright – Webfor

3 Reasons to Use Data In Design for Successful CRO

Virtual Stage

Analytics

Speaker:

• Chris Sietsema – Teach to Fish Digital

Session Description:
Exploring Google Analytics 4

The measurement community has been buzzing about Google’s latest iteration of its analytics platform, Google Analytics 4. An evolved version of its Universal Analytics predecessor, Google Analytics (or GA4) carries over some recognizable reports and features. However, much of what has been familiar about Universal Analytics configuration and reporting has been replaced by an entirely new data model.

In this session, we will get to know the core differences between Universal Analytics and GA4, conduct a walk-through of the GA4 interface to determine what it could mean for your measurement practices, and discuss the right time to rely upon this evolved platform.

Virtual Stage

Content Marketing

Speaker:

• Anna Hrach – Covience and Convert

Session Description:
Think Like a TV Network to Create Content Shows

For years, content marketers were operating under the belief that publishing content consistently is key. After all, search engines loves “fresh” content, right? Unfortunately, the outdated advice of publishing consistently often results in random acts of content—a blog post or twelve there, a social post or two here, a webinar there. In order to see true content success, we need to think like a TV network and create consistent content “shows” that keep our audiences engaged and coming back again and again. Learn which shows to create and ways to brainstorm them, plus how to use shows to create a more effective and efficient content calendar.

Virtual Stage

TEN MINUTE BREAK

Virtual Stage

Search Engine Marketing

Speaker:

• Aaron Levy – Tinuiti

The New SEM – Building Campaigns for the Future

Aaron dissect, debunk and demystify a lot of the changes in the SEM landscape with an eye a few years down the line. He’ll teach you how to play nice with rising automation, changing ad technology and vanishing data.

Above all else, he’ll give advice on how to develop your campaigns into a modern structure focused on people, rather than keywords.

Virtual Stage

SEO

Speaker:

• AJ Kohn – Blind 5 year old

Compound SEO

You’ve heard the phrase ‘death by a thousand cuts’? SEO is the opposite of that. Yet many company cultures make this strategy impossible, allowing competitors to win with velocity and marginal gains.

Virtual Stage

Paid Search

Speakers:

• Ryan Moothart – Portent

Session Description:

Measuring Your Investment: Using Offline Conversion Tracking in Google Ads

With the advancement Google has made with automated bidding, user targeting, similar audience creation, and so forth, using raw leads as your sole conversion points just aren’t cutting it anymore. You need to make sure the investment and optimizations you’re making in your Google Ads account are going toward not just raw leads but raw leads that turn into qualified leads and booked sales.

To do this, you need to translate those advanced lead stages and actual sales (including, ideally, hard revenue numbers) in your CRM and import those conversions directly into your Google Ads account. This process is called offline conversion tracking, and it is going to be vital for any lead-based advertiser on Google Ads to begin executing correctly. In this session, we’ll cover how you set up and automate offline conversion tracking within Google Ads and how you subsequently use that data to make better optimization decisions.

Virtual Stage

Wrap up/thanks