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Holistic SEO: Sustainable Ranking for Important Content
The same areas always receive too little attention during optimisation. Nobody likes to take care of FAQs, job pages, legal content like imprint and privacy, pagination pages, archives, keyword pages, and much more. These website areas are unpopular because they have no clear goals. Once set up, they fall off the radar. The worst thing, however, is that it is precisely these areas that cause holistic optimisation problems on the website. In this hands-on session, André defines the possible SEO targets for the “unpopular” website areas and ways make optimization sustainable.
Using PPC to Fill the Top of the Funnel: Building Awareness Campaigns in YouTube, Facebook, LinkedIn, and Quora
Search can only capitalize on the demand that is already out there. If you are maximizing the reach from all the keywords you want to target, but also want more search traffic, you are going to have to work on creating the demand yourself. This session will showcase how to research and target new customers that will come back and convert. Learn how to build awareness campaigns in YouTube, Facebook, LinkedIn, and Quora.
The Art of Crawling: Optimising the Crawl-Process
Each SEO uses crawling tools to analyze websites and uncover errors/potentials. But often only the standard reports are used, e.g. to detect missing meta descriptions. This session is about optimal crawl preparation, efficient execution and advanced analysis techniques that go beyond the typical tips. What is the benefit of matching the XML sitemap with the crawl? How can internal linking be optimized? All this and much more will be shown using common tools (Screaming Frog, Ryte, Sitebulb …).
Questioning Data Quality and Troubleshooting Tracking Gaps
Your data is as accurate as it gets? Regardless how much money and how many resources you spend based on your data, you always have to question quality to get an accurate picture. In this session Christopher will discuss the typical pitfalls of sales tracking, the differences of click and session tracking as well as Analytics and Google Ads Tracking. You will learn how much ad blockers, ITP and 3rd party cookies influence your data and how to deal with GDPR issues regarding redirect cookies and sitewide tags. We will also cover the role of attribution settings and models, the most important settings in Google Tag Manager and advanced techniques for backend tracking, GTM & GA monitoring. You will walk away with many hands on tips to assess data quality and take home a checklist, because this session is covering a lot!
PPC Data Visualisation – Beyond the Surface
Most people think about using Google Data Studio to create visual reporting dashboards that provide summaries of overall performance. But this is just scratching the surface of what you can use this platform for. Throughout this session you will learn lots of tips and hacks for using Data Studio to help you visualise your PPC, not just for reporting, but for daily management of your campaigns. Keep up to date with competitor trends, monitor performance against targets, uncover insights quickly to help you make better optimisation decisions. All this and more will be covered in this highly actionable session.
Getting Google’s Recipe Just Right for Local Businesses
To develop a local search strategy that works, you need to separate fact from fiction. And you need to be on top of all the Google changes related to Local SEO. Mike Blumenthal, regarded as the foremost expert on local search and Google Maps, earning the nickname “Professor Maps” ran an experiment over a period of 16 month. The challenge was to establish a local restaurant online, with only a Facebook presence, no Google listing, no website and no budget. Many questions were asked (and answered) on the way such as: Does Google or Facebook deliver more conversions? Can a Google My Business website rank? What impact do Google only tools have on rank? How much influence does NAP confusion have? In this session you can come on a ride with Mike and see the journey he took with this challenge. Get the answers you need to understand what really matters in local search and what is only a myth based on real data and results. This session is relevant to small local business equally as it is for franchises.
Zero Keyword SERPs: Google Discover Optimization
Google’s vision of relevant results without search queries has become reality in the form of Discover. But many SEOs are still quite suspicious about this traffic source, even though many content providers already generate more traffic via Google Discover than via search! It’s about time to deal with Discover. In this session Valentin shows you how Google Discover works, what role entities play in Google Search, News and YouTube and how to optimize for it. He also introduces an analytics setup that can be used for real-time analysis and solves the problem of detecting traffic from Google Discover.
Leveraging the Quality Rater Guidelines for a Content Audit
Which content does Google consider “High Quality Content”? It’s extremely difficult to answer this question as there are many aspects to it. Understanding the Google Quality Rater Guidelines and being on top of all the updates is challenging, but a very important step to maintaining high quality content. Everything in Google’s Search Quality Rater Guidelines (QRG) is either already being algorithmically determined by Google or is something that Google wants to deal with in their algorithms. Marie and her team have spent a huge amount of time analyzing the QRG and all the changes over the years. In this session, she will discuss how to leverage the guidelines to audit and adjust your existing content.
Google Ads + Marketing Automation for B2B = More qualified Leads and Sales
At the beginning of the buying decision process, Google Ads keywords do not work for direct selling or attracting enquiries but are important in the decision-making process. Often they are simply discontinued, or they are running along without any more attention and even with landing pages that don’t fit. Neither usually leads to a conversion and generates an acceptable CPA. But these search queries are really important for decision making in the early phases of the purchasing process. Users inform themselves and build trust. This gap in the customer journey can be closed by combining PPC & Marketing Automation. In this session Robin will explain how you can build a Google Ads strategy for longer decision-making processes and support it by high-quality content and marketing automation so that not every contact with potential customers has to be bought again and again via Google Ads.
SEO Microservice Architectures
Microservices have become indispensable in today’s information architecture. The departure from rigid (shop) monoliths and the simultaneous development of vertical microservices offers the opportunity for specialization and the coupling of business requirements. Helen and Benedikt show how SEO can be part of agile product development to let Inhouse SEOs carry out iterative improvement processes and to work independently of area boundaries within the shop system. You will learn how the internationalization of the shop has been significantly simplified, how the proactive monitoring of all SEO-relevant changes in the shop system provides more security, how all SEOs work with a single user interface, even across different systems (e.g. shop system, CMS, PIM, etc.), and how SEOs have evolved from “petitioner” in agile teams to the central point in a dedicated Scrum Team.
Using Psychology to Improve Your Google Ads Performance
While the options in Google Ads (including Gmail ads, user-generated Shopping ads, YouTube ads and Text ads) change at a dizzying speed, human behaviour changes slowly and the way that people make clicking or buying decisions remains broadly the same. So how do all these new opportunities match the reality of human behaviour? In this presentation, Andi will take you through some key areas of customer buying psychology and explain how you can use them to improve the performance of your campaigns.