Inhouse SEO Day @ SMX Munich

Tuesday, 15th March, 2022

  • How do I get SEO on the agenda of key stakeholders in my company?
  • How do I get more resources?
  • How can I achieve my goals AND engage other departments?
  • How do I motivate my team?
  • What are the big challenges In-house SEOs are facing today?

And, do others face the same challenges?

Complex systems, outdated structures, technologies that can’t simply be renewed, compromises that have to be made in order to achieve the best for the entire company – these are topics that are not usually discussed at conferences.

At SMX Munich 2022, we’re changing that. On the day before the conference, Tuesday, March 15, we invite you to attend the Inhouse SEO Day for the first time.

Please note that the program will be held in German only. There is no translation service.

There will be sessions and discussion panels! Content that should not be discussed publicly and the exchange between the Inhouse SEOs are the focus. And because the day is made for you, the Inhouse SEOs, we are especially happy about our two Conference Chairs, who will support us with content and guide you through the day.

Jana Lavrov
Jana Lavrov

Head of Editorial SEO

ZEIT ONLINE

Jana Lavrov is Head of Editorial SEO at ZEIT ONLINE. Her focus is an editorial search engine optimization. Since 2014, she has been in charge of the editorial SEO department in the Berlin newsroom of the online news portal, where she built up the SEO team and integrated search engine optimization into the editorial workflows. Previously, Jana worked as a freelance writer for radio, print and television, did press and public relations work for internet start-ups and volunteered in film and television productions.

Dominik Schwarz
Dominik Schwarz

Chief Inbound Officer

HomeToGo

Dominik Schwarz is Chief Inbound Officer at HomeToGo, the search engine for vacation rentals and holiday apartments. The internationally operating company is one of the fastest-growing start-ups in Germany (Gründerszene). The Berlin-based SEO team is winner of the SMX Advanced Seattle “In-house Team of the Year” award 2018 as well as the “Organic Team of the Year” and “Chair’s Selection” (THE DRUM).
Previously, Schwarz worked at KAYAK, a flight and hotel comparison company, where he oversaw more than 30 local US-based markets as Director SEO Europe. Schwarz is publisher of the In-House SEO platform VERTICALINHOUSE (DE). He lives and works in Berlin.

Register now for €895


PLEASE NOTE: It’s just for In-House SEO managers.

This workshop is only available to “in-house SEOs”: “In-house SEOs” are people who work full-time at a company that does not offer search marketing services. If you do not fall under this criteria, you will be contacted to select another workshop.

This workshop is not available to Agencies, consultants, bloggers, vendors, press. We vet the

list and only allow in-house SEO managers to attend.


Agenda

Please note that the program will be held in German only. There is no translation service.

See all Session Descriptions

Tuesday - 15 March, 2022

8.30 am

Registrierung und kleines Frühstück

9.00 am
Sessions are partially or completely in German.

Willkommen!

Dominik und Jana heißen euch herzlich willkommen zum ersten Inhouse SEO Day @ SMX München. Bevor wir loslegen, bekommt ihr hier Infos zum Programmablauf und wie ihr für euch das Meiste aus diesem Tag holen könnt. Don't miss it!

9.15 am
Sessions are partially or completely in German.

"State of the Union": Inhouse vs. Agentur und Vermessung der Branche

Lasst uns die Branche gemeinsam vermessen! Dominik und Jana haben für euch im Vorfeld Daten-Highlights gesammelt und den Fragebogen, den ihr im Vorfeld ausgefüllt habt, ausgewertet. Wie viele Inhouse SEOs gibt es eigentlich im DACH Raum? Ab welcher Unternehmensgröße gibt es einen Inhouse SEO, ab wann ein Team? Was ist ein durchschnittliches Gehalt? Das sind nur einige der Fragen, die uns allen unter den Nägeln brennen und die wir zusammen beantworten.

Speaker:

Jana Lavrov, Head of Editorial SEO, ZEIT ONLINE

Dominik Schwarz, Chief Inbound Officer, HomeToGo

9.45 am
Sessions are partially or completely in German.

Walk me through your Orgchart

Los geht's mit unserer ersten "Walk me through" Runde. Jedes Unternehmen steht vor seinen ganz eigenen Herausforderungen, wenn es um die sinnvolle und effiziente Strukturierung der Personalressourcen geht. Komplexität, Internationalisierung, veraltete Reportingstrukturen, die schwer zu durchbrechen sind uvm. Drei Inhouse SEOs zeigen euch ihr Orgchart, erklären wie dieses zustande gekommen ist, was die Herausforderungen waren und wie effektiv es ist. Natürlich geht es auch um Lessons learned und was sie nächstes Mal anders machen würden. Im Anschluss gibt es eine kurze Q&A Runde mit allen Teilnehmern.

Moderator:

Dominik Schwarz, Chief Inbound Officer, HomeToGo

Speaker:

Sascha Blank, Director Inbound Marketing, Urlaubsguru

Madeleine Ruhe, Team Lead Technical SEO, RTL Deutschland

10.45 am

Kaffeepause

11.15 am
Sessions are partially or completely in German.

Talk: Nur bei dir will ich sein - Hiring & Retention

Die richtigen Leute zu finden war und ist eine der ganz großen Herausforderungen. Und es wird nicht gerade leichter, wenn man mit Unternehmen und Agenturen konkurriert, die den Mitarbeitern Massagen, Fitnessclubs, Kantinen mit internationalen Köchen und vieles mehr bieten. Wie und wo ist Mitarbeiterakquise effektiv und sinnvoll? Auf welchen Plattformen finde ich die besten SEOs? Wie werde ich zum Arbeitgeber, der Talent anzieht? Was sind heute attraktive Arbeitsmodelle und wie halte ich meine Mitarbeiter in einer Zeit, in der Jobhopping zur Normalität geworden ist?

Moderator:

Jana Lavrov, Head of Editorial SEO, ZEIT ONLINE

Speaker:

Jes Scholz, Group CMO, Ringier

12.00 pm
Sessions are partially or completely in German.

Paneldiskussion: Dreamteam oder Zweckgemeinschaft? Von der Zusammenarbeit mit Agenturen

Natürlich ist jede Zusammenarbeit mit einer Agentur individuell und es gibt keinen Blueprint dafür, wie man die für sich richtige Agentur findet, Verträge aushandelt, Abrechnungsmodelle abstimmt und die Agentur effizient steuert. Aber es gibt viel Erfahrung, die sich durchaus übertragen lässt. In dieser Diskussionsrunde nehmen wir kein Blatt vor den Mund, denn wir sind ja ganz unter uns.

Moderator:

Dominik Schwarz, Chief Inbound Officer, HomeToGo

Speaker:

Heiko Stammel, Technical SEO & Product Manager, DER SPIEGEL

12.30 pm

Mittagspause

1.30 pm
Sessions are partially or completely in German.

Talk: Capacity Building - Intelligence Inhouse

SEO ändert sich ständig. Was gerade noch State of the Art war, kann morgen schon wieder veraltet sein. Letztendlich befinden sich alle SEOs im permanenten Wettlauf mit den Suchmaschinen - kaum hat man aufgeholt, dreht Google wieder an ein paar Schrauben und das Rennen beginnt von vorne. Aber auch jenseits von Google gibt es neue Kanäle und Entwicklungen, die man kennen, einschätzen und gegebenenfalls auch lernen muss. Wer vorne dabei sein will, muss auf dem aktuellen Stand sein. Eine Herausforderung für sich, wenn alleine schon das normale Tagesgeschäft den Arbeitstag füllt. Welche Kanäle zur Weiterbildung sollten alle SEOs kennen? Wie baut man Weiterbildung am besten in den Alltag ein? Wie klappt der Wissenstransfer im Team oder auch beim Personalwechsel? Um das und vieles mehr geht es in dieser Session.

Moderator:

Dominik Schwarz, Chief Inbound Officer, HomeToGo

Speaker:

Sarah Stein, Head of Search Experience, Deputy Head Audience Development, SWR

2.15 pm
Sessions are partially or completely in German.

Walk me through: All Stakeholders on Board

Viele unterschiedliche Stakeholder und komplizierte Entscheidungsprozesse sind das tägliche Brot aller Inhouse SEOs. Und ohne die richtige Strategie und ja, manchmal auch Politik, wird kaum ein Inhouse SEO langfristig erfolgreich sein. Wie erreiche ich die Stakeholder und mit welchem Messaging? Wie sichere ich mir mein Budget und stelle sicher, dass ich die Ressourcen bekomme, die ich benötige? Drei Inhouse SEOs zeigen euch, wie es bei ihnen funktioniert, was die Stolperfallen sind und was sie heute anders machen würden, wenn sie neu anfangen würden.

Moderator:

Jana Lavrov, Head of Editorial SEO, ZEIT ONLINE

Speaker:

Ruth Graßhoff, Senior SEO Manager, Obi

Heiko Stammel, Technical SEO & Product Manager, DER SPIEGEL

Björn Darko, Head of Product & SEO, ladenzeile.de

3.15 pm

Kaffeepause

3.45 pm
Sessions are partially or completely in German.

Walk me through: My Life Saver Tool - super effektive Tools, die kaum jemand kennt

Wir alle kennen die großen Tools - sowohl die generischen als auch die spezialisierten Tools. Es gibt aber eine Menge kleinerer Tools, die kaum einer kennt und die enorme Arbeitserleichterung (und Spaß) für einen bestimmten Bereich bringen. In diesem Walk me through zeigen euch drei SEOs IHR Tool und erklären, warum es ein Geheimtipp ist.

Moderator:

Jana Lavrov, Head of Editorial SEO, ZEIT ONLINE

Speaker:

Deborah Jacobs, SEO Manager, Omio

Benjamin Görler, Senior Technical SEO, Obi

Demir Jasarevic, Senior Marketing Tracking Specialist, MediaMarktSaturn

4.45 pm
Sessions are partially or completely in German.

Abschlussrunde: Inhouse SEO 2022+

Wir hoffen euch brummt jetzt der Kopf von so viel Input und Inspiration. Höchste Zeit für eine Zusammenfassung. Jana und Dominik fassen zusammen mit den Panelisten und euch interaktiv die wichtigsten Learnings des Tages zusammen.

Moderators:

Jana Lavrov, Head of Editorial SEO, ZEIT ONLINE

Dominik Schwarz, Chief Inbound Officer, HomeToGo

Speaker:

Björn Darko, Head of Product & SEO, ladenzeile.de

Madeleine Ruhe, Team Lead Technical SEO, RTL Deutschland

5.15 pm

Ende des ersten Inhouse Day @ SMX München - weiter geht es mit dem Inhouse SEO Networking Meeting

6.00 pm

Inhouse SEO Networking Meeting


Speaker


Sascha Blank
Sascha Blank

Director Inbound Marketing

Urlaubsguru

Sascha Blank was self-employed with an SEO agency in Dortmund. In 2017, he changed sides and joined UNIQ GmbH as International SEO Manager, which was renamed Urlaubsguru GmbH in 2021. In the meantime, he is Director Inbound Marketing and responsible for organic success in search engines, among other things. Furthermore, he is involved in the www.verticalinhouse.de project of Dominik Schwarz (Hometogo).


Björn Darko
Björn Darko

Head of Product & SEO

ladenzeile.de

Björn Darko is an SEO strategist, speaker, manager and podcast host.

He works as Head of Product & SEO at ladenzeile and is responsible for the further development of the shopping platform. Previously, he led the product management at Searchmetrics as VP Product, as well as the professional services division as Director Digital Strategies Group. Björn has gained extensive experience in large companies, including as Head of SEO at the Swiss media company Ringier, where he supported the digital transformation of a traditional newsroom, as well as Head of SEO, helping to drive the further development of the largest Swiss online marketplace ricardo.ch.

Björn is a regular speaker at international conferences, publishes professional articles in relevant magazines and is host of the popular SEOPRESSO podcast.


Benjamin Görler
Benjamin Görler

Senior Technical SEO

Obi

Benjamin Görler has been working as an SEO since 2016 and has provided agency consulting services to large e-commerce websites internationally. In his spare time, as a big fan of open source software, he develops the free SEO crawler Greenflare. At OBI, he drives the visibility of the local market pages and solves tricky SEO analysis and research tasks with his favorite programming language Python.


Ruth Graßhoff
Ruth Graßhoff

Senior SEO Manager

Obi

Ruth Graßhoff has been gaining SEO experience since 2016, including 2 years at an agency.  At OBI, she is responsible for shop SEO topics such as the further development of category & item pages, as well as indexing management. In addition, Ruth is responsible for the targeted and needs-based provision of search engine data for stakeholders from a wide range of functional areas in the online and offline environment. 


Deborah Jacobs
Deborah Jacobs

SEO Manager

Omio


Demir Jasarevic
Demir Jasarevic

Senior Marketing Tracking Specialist

MediaMarktSaturn

As a Senior Marketing Tracking Specialist at MediaMarktSaturn in Germany, Demir Jasarevic is responsible for the further development of the tag management setup as well as the implementation of marketing pixel and web analytics tools for websites, SPA and apps as part of the Data Collection Team. He regularly publishes practical tips on his private blog.


Jana Lavrov
Jana Lavrov

Head of Editorial SEO

ZEIT ONLINE

Jana Lavrov is Head of Editorial SEO at ZEIT ONLINE. Her focus is an editorial search engine optimization. Since 2014, she has been in charge of the editorial SEO department in the Berlin newsroom of the online news portal, where she built up the SEO team and integrated search engine optimization into the editorial workflows. Previously, Jana worked as a freelance writer for radio, print and television, did press and public relations work for internet start-ups and volunteered in film and television productions. 


Madeleine Ruhe
Madeleine Ruhe

Team Lead Technical SEO

RTL Deutschland

Madeleine Ruhe is still new to the speaker universe, but no less experienced for that. She discovered her passion for SEO while still at university and worked her way up from trainee to Team Lead Technical SEO. Madeleine has been working at RTL Germany since April 2018, where she is responsible for the digital product portfolio of RTL+, RTL.de and wetter.de, along with other projects. When she's not working, you'll meet Madeleine while traveling or doing outdoor sports. She lives and works in Cologne.


Jes Scholz
Jes Scholz

Group CMO

Ringier

An Australian born German resident working across Europe, Africa & Asia, Jes is no stranger to the challenges of international digital marketing. Coming from the Berlin startup scene, she now leads marketing for the Swiss media company Ringier. A strong believer in data driven marketing and agile methodologies, she is passionate about the future of search.


Dominik Schwarz
Dominik Schwarz

Chief Inbound Officer

HomeToGo

Dominik Schwarz is Chief Inbound Officer at HomeToGo, the search engine for vacation rentals and holiday apartments. The internationally operating company is one of the fastest-growing start-ups in Germany (Gründerszene). The Berlin-based SEO team is winner of the SMX Advanced Seattle "In-house Team of the Year" award 2018 as well as the "Organic Team of the Year" and "Chair's Selection" (THE DRUM).

Previously, Dominik worked at KAYAK, a flight and hotel comparison company, where he oversaw more than 30 local US-based markets as Director SEO Europe. Dominik is publisher of the In-House SEO platform VERTICALINHOUSE (DE). He lives and works in Berlin.


Heiko Stammel
Heiko Stammel

Technical SEO & Product Manager

DER SPIEGEL

Heiko has been Technical SEO at DER SPIEGEL in Hamburg since 2018. Born in Cologne, Heiko is part of the product management team there and in his role looks after the optimization & further development of the news portals spiegel.de and manager-magazin.de. As a computer scientist, Heiko forms the interface between product and IT and works very closely with all relevant departments.

The biggest challenge was the relaunch of the portals, which involved not only an extensive design switch but also the conversion of all technical systems. 

Previously, Heiko worked as a technical SEO at WELT, where he also provided SEO support for a major relaunch. In addition, he led SEO workshops for colleagues in the Axel Springer training network and was the general contact person for all technical SEO questions in the Axel Springer environment.

Heiko Stammel has been in the SEO business since 2008 and has gone through several stages here - in addition to agency work and freelancing, he has been working on the in-house side since 2013.


Sarah Stein
Sarah Stein

Head of Search Experience, Deputy Head Audience Development

SWR

Sarah Stein leads the Search Engine Optimization division at SWR as Head of Search Experience and she is the Deputy Head of Audience Development. Sarah helped build the SEO department at SWR while working as a news editor. She studied political science, German studies, Italian literature and social media management in Milan, Trier and Cologne and then did a traineeship in print. Sarah developed an interactive workshop concept for search engine optimization for SWR: "Be found better, reach more people". Within a short time, SWR has managed to increase the number of hits via search engines to such an extent that they are now the largest source of traffic to the entire SWR website.


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