Session Previews 2024

Opening Keynote: How Zero Click Marketing is Reshaping the Digital Marketing World

Rand Fishkin

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The digital world has become a zero-click world. Traffic referrals from every major network have fallen precipitously. Searchers and browsers expect native content and instant answers. Brands, especially those looking to gain a foothold in the ruthless competition for web traffic, are left struggling for scraps. A mindset shift is needed—marketers can’t be stuck optimizing for clicks, measuring impact based on referral traffic and single-visit conversion rates. The old tactics are dying. To survive, marketers must prioritize earning engagement and growing audiences on the platforms themselves. We have to conform to new algorithmic rules and new user expectations—that’s where Zero-Click Marketing comes in. In this presentation, Rand will show how it works, why it’s needed, and how to apply this tactical shift to every channel and campaign.

Mastering Google Ads for Lead Generation

Christine Zirnheld

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With every new product announcement, it feels like Google Ads has forgotten about lead generation accounts. New products and features are often designed for eCommerce, and with less data and creative control over campaigns, B2B advertisers must adapt to thrive in the new AI-powered digital landscape. This session will cover innovative Google Ads strategies specifically tailored for lead generation accounts, including:

Setting the right goals
Data and budget requirements
Bidding considerations
Asset group & creative strategies
Accounts structure
Search campaigns for lead gen accounts
Performance Max strategies for lead gen

Day 2 Opening Keynote: On a Shoestring Budget: It’s Time to Change Your Thinking, Build Scaled Customer Education Programs and Drive 10x Revenue Impact

Purna Virji

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As the saying goes, necessity is the mother of invention.

In this case, there wasn’t so much necessity as there was desperation. And we know, you can already relate. Times are challenging, budget cuts are real and many marketers know that new strategies are needed. So back to Purna:

There she was, brand new job. A dauntingly massive remit at one of the world’s largest companies. And as for resources? Practically nothing. In fact, far less than she ever had, even working at the smallest of start-ups.

How to rub two quarters together and make them look like a million bucks? She leaned on her background in Instructional Design, to create and globally scale a scaled customer education program.

In this personal and actionable case-study based keynote, Purna will share her stories and learnings, from why more marketers need to think like instructional designers to how to make the case and measure success.

CLV: From one-time purchase to loyal community

Kathryn Monkcom

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Why do you always buy the same brand of laundry detergent? Why can you never cancel Amazon Prime and why do you own so many pairs of trainers? It’s because effective marketing doesn’t stop after the first purchase. And particularly for FMCG brands with tight margins, driving net new customers can become very expensive very quickly. In this session, Kathryn will explore how marketers can employ direct marketing tactics coupled with emotional connection to stay top of mind throughout the purchase lifecycle and build a loyal community of repeat customers. She will use case studies from leading brands coupled with her own (vast) experience to unpack what keeps customers coming back, leaving you with actionable tips to boost lifetime value across your own customer base.

Personal Highlights at SMX London

Paddy Moogan

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Think Like a Search Engine – When, Why & How Google Incorporates AI into SERPs

Cindy Krum

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Where does SEO fit with all the groundbreaking plans and releases that Google has announced for the Gemini AI systems? We certainly live in exciting times, but it could be hard to predict how SEO will be impacted. Google has said that Gemini Nano will be incorporated into Chrome Desktop, and at the core of the Android operating system. What will be left for SEOs in terms of organic traffic and clicks, if Google plans on fitting AI in everywhere? This talk will break down the costs and benefits that Google expects from incorporating AI into search results and other search like behaviours. It will discuss ways that Google will maximize efficiency and minimize the computational costs of AI interactions, including for multi-modal search. It will also outline where Google hopes to leverage AI results to help them make money, and how website owners and enterprise SEO operations can work to make sure that they are still able to get organic traffic and conversions when Google has become their biggest competitor.

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Fine-Tuning Transformer Models for SEO Automation Tasks

Dan Petrovic

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Are you wasting your valuable time on tedious data labelling and classification tasks? Join the queue – OR, come to this session and learn how to automate these tasks by utilising state-of-the-art models and machine learning techniques. Dan will give you a gentle introduction to all the emerging concepts and jargon that a modern SEO now needs to be familiar with. His automation pipelines include predictive CTR analytics, search query intent classification, link spam detection, organic link integration and internal link optimisation, and he is here to share them with you.

Search + UX: The Behavioural Data Your SEO Strategy Should Care About

Giulia Panozzo

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SEO is not dead, but it is certainly changing fast. So how do we make sure our traffic goals are still met and maintained when we don’t know what Google’s next steps are? The answer is in the user, and specifically what they are implicitly telling us when they search and when they consume (or when they don’t) the content on our website. In this talk, Giulia will show you the behavioural data that is crucial to develop a future-proof SEO strategy that converts. You will learn how to measure what counts and what actions to prioritise to make sure your brand remains successful and provides the value, that will convert a casual user into a customer.

Creating Love for Your Brand in an Oversaturated Digital World

Fred Schaub

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You, your message, your brand must stand out if you want to win the hearts, and wallets, of customers – this is not news. Except now, you need to cut through even more noise, a significant part of it, created by AI. Frederic Schaub has been working many years for and with brands that we all know and that have managed to create emotions and lasting impressions. In his session, he will show you how you can create content that resonates on a human level, leveraging the strengths of AI without losing the authenticity that customers crave. If you want to lift your message above the automated chatter, ensuring it not only reaches your audience but leaves a lasting impression, then this is the session to attend.

Leveraging Winning Strategies on Amazon’s to Boost Cross Channel Conversions

Robyn Johnson

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Amazon’s success is no accident. Their commitment to unparalleled customer obsession, innovative sales page optimization and testing tactics has set a high standard for conversion rates and customer satisfaction. While not every strategy for Amazon is effective in a non-marketplace environment, there are many that can be borrowed and built upon to increase conversions and help you accelerate brand affinity. Including tactics for those without physical products on Amazon to potential reach and advertise to shoppers on Amazon. Join Robyn as she reveals how you can adopt Amazon’s best practices to elevate your business. In this session, you will:

Discover how fostering a customer-centric culture can inform and transform your creative and customer journeys.

Learn techniques to refine packaging and imagery to accelerate customer purchasing decisions.

Explore the use of Amazon as a powerful tool for customer awareness and acquisition.

Understand advertising options on Amazon, including strategies for service-based businesses and the emerging non-endemic advertising opportunities currently being tested.

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Don’t be Average, be Creative! PMax Strategies That Will Make the Difference (and Unlock High ROI Results)

Navah Hopkins

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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. Fact is: yes, you can do that, but you’re going to end up average. There are a lot more subtle yet crucially important controls that advertisers have when using Pmax and Navah is here so you can take full advantage of them. In her data-backed action item oriented session, you will learn:

The ROI on completing specific tasks within pmax including audience signals, search themes, and breaking out campaigns into multiple campaigns with single asset groups versus combining all asset groups into a single campaign.

How much to lean into AI creative versus your own based on what industry you’re in as well as how much data is available, if any, in your feed.

Strategies of how to get your siloed campaigns IE search, shopping, display and video to work collaboratively with Pmax and how to know when to put effort into your siloed campaign or your Pmax campaign.

This session is not a love letter to Pmax nor is it a critique of the format. It’s an honest assessment of what advertisers can do, whether they’re in-house or agency, to make the most of the format without compromising their overall account structure/strategy.

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What do you see as the biggest challenges for the future in your industry?

Cindy Krum

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From Search Query to Intent With a Small Language Model

Juliana Jackson

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Juliana shows how she created a Small Language Model top determine if search queries are linked to real visitor issues or purchase objections. By applying natural language processing and textual entailment (if the meaning of one text can be inferred from another) her model can improve landing pages, product detail pages, and category pages based on the content visitors search for. Learn practical strategies to apply these insights in your workflows.…almost immediately. Spoiler alert: not using commercial Large Language Models!

Learn more: https://searchmarketingexpo.co.uk/agenda/

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