smx-logo-ko June 11-13, 2025 | Boston

Agenda

Behold, the SMX Advanced agenda is LIVE! Keep scrolling to check out the program for our first in-person event since 2019. More sessions will be added in the coming weeks... keep checking back for updates!

The All Access pass unlocks everything you see below. Check out parts of the program a free Expo+ pass unlocks.

Wednesday — June 11th, 2025

1:00 PM - 3:00 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

3:00 PM - 3:50 PM ET

Mastermind sessions - Round 1

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TRACK

Moderated Roundtables

4:00 PM - 4:50 PM ET

Mastermind sessions - Round 2

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5:00 PM - 6:00 PM ET

👋 Meet & Greet Reception: Reunite with your search marketing community in style.

7:00 PM - 9:00 PM ET

Networking

TRACK

Networking

7:00 PM - 9:00 PM ET

Hang with the Search Engine Land team

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Marc Sirkin

Marc Sirkin, CEO, Third Door Media, Third Door Media

Danny Goodwin

Danny Goodwin, Editorial Director, Search Engine Land & SMX

Lauren Donovan

Lauren Donovan, Director of Marketing, Third Door Media

Kathy Bushman

Kathy Bushman, Director, Events Content, Third Door Media

Kyle Pouliot

Kyle Pouliot, Sr. Video Production & Marketing Manager, Third Door Media

Thursday — June 12th, 2025

6:00 AM - 7:00 AM ET

Networking

TRACK

Networking

6:00 AM - 7:00 AM ET

Morning harbor run

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Nick Eubanks

Nick Eubanks, VP of Owned Media, Semrush

TRACK

Networking

6:00 AM - 7:00 AM ET

Morning mindfulness

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7:30 AM - 9:00 AM ET

Breakfast

9:00 AM - 9:30 AM ET

Welcome & Opening Keynote

TRACK

Keynote

9:00 AM - 9:30 AM ET

How to use SEO and PPC data together to create wins in search, social, and AI

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Wil Reynolds

Wil Reynolds, Founder and CEO, Seer Interactive

9:30 AM - 10:20 AM ET

Refreshments & Expo Hall Time

TRACK

Networking

9:30 AM - 10:20 AM ET

Come hang in the Expo Hall!

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TRACK

Theater

10:00 AM - 10:15 AM ET

Improving SERP visibility in an AIO age

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Chris Sullivan

Chris Sullivan, COO, Internet Marketing Ninjas

Internet Marketing Ninjas

10:20 AM - 10:50 AM ET

Sessions

TRACK

SEO

10:20 AM - 10:50 AM ET

The end of SEO as we know it

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Michael King

Michael King, Founder/CEO, iPullRank

Danny Goodwin

Moderator:
Danny Goodwin, Editorial Director, Search Engine Land & SMX

TRACK

PPC

10:20 AM - 10:50 AM ET

Advanced AI strategies for paid search creative

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Amy Hebdon

Amy Hebdon, Founder & Managing Director, Paid Search Magic

Anu Adegbola

Moderator:
Anu Adegbola, Paid Media Editor, Search Engine Land

10:50 AM - 11:20 AM ET

Refreshments & Expo Hall Time

TRACK

Networking

10:50 AM - 11:20 AM ET

Come hang in the Expo Hall!

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TRACK

Theater

11:00 AM - 11:15 AM ET

Digital PR link building: How to get the links you wish you had

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Michael Johnson

Michael Johnson, CEO, Resolve

Resolve

11:20 AM - 11:50 AM ET

Sessions

TRACK

SEO

11:20 AM - 11:50 AM ET

Google algorithm updates in 2025: How to deal with relentless rank volatility

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Mordy  Oberstein

Mordy Oberstein, Founder, Unify Brand Marketing

Barry Schwartz

Moderator:
Barry Schwartz, SEO Editor, Search Engine Land

TRACK

PPC

11:20 AM - 11:50 AM ET

Advanced PMax strategies that unlock sky-high ROI 

Description

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Navah Hopkins

Navah Hopkins, Evangelist, Optmyzr

Brad Geddes

Moderator:
Brad Geddes, Co-Founder, Adalysis

TRACK

Solutions

11:20 AM - 11:50 AM ET

Rethinking the funnel: Why owned media is your key to growth

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Nick Eubanks

Nick Eubanks, VP of Owned Media, Semrush

Semrush

11:50 AM - 1:00 PM ET

Lunch, Birds of a Feather Discussion Tables, & Expo Hall Time

TRACK

Networking

11:50 AM - 1:00 PM ET

Come hang in the Expo Hall!

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1:00 PM - 1:30 PM ET

Sessions

TRACK

SEO

1:00 PM - 1:30 PM ET

Google, E-E-A-T, and brand: Focusing on signals that actually fuel SEO growth

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Eric Enge

Eric Enge, President, Pilot Holding

Danny Goodwin

Moderator:
Danny Goodwin, Editorial Director, Search Engine Land & SMX

TRACK

PPC

1:00 PM - 1:30 PM ET

What's new with Microsoft? A candid Q&A

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Anu Adegbola

Anu Adegbola, Paid Media Editor, Search Engine Land

Pedro Bojikian

Pedro Bojikian, Director of Product Marketing, Microsoft

TRACK

Solutions

1:00 PM - 1:30 PM ET

Mastering PPC performance: Navigating Google’s automations without losing control

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Frederick Vallaeys

Frederick Vallaeys, Co-founder & CEO, Optmyzr

Optmyzr

1:30 PM - 2:00 PM ET

Refreshments & Expo Hall Time

TRACK

Networking

1:30 PM - 2:00 PM ET

Come hang in the Expo Hall!

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TRACK

Theater

1:40 PM - 1:55 PM ET

Winning the new search: How Semrush can help you regain visibility in the age of AI

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Gerald Murphy

Gerald Murphy, Evangelist for Semrush Enterprise, Semrush

Semrush

2:00 PM - 2:30 PM ET

Sessions

TRACK

SEO

2:00 PM - 2:30 PM ET

Smarter crawling and indexing: Technical solutions to boost visibility

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Jes Scholz

Jes Scholz, Growth Marketing Consultant, Jes Scholz Consulting

Barry Schwartz

Moderator:
Barry Schwartz, SEO Editor, Search Engine Land

TRACK

PPC

2:00 PM - 2:30 PM ET

Advanced audience targeting strategies in Google Ads

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Jyll Saskin Gales

Jyll Saskin Gales, Google Ads Coach, Learn with Jyll

Greg  Finn

Moderator:
Greg Finn, CMO, Cypress North

TRACK

Theater

2:00 PM - 2:30 PM ET

Clinic: How to get your content in AI Overviews

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Crystal Carter

Crystal Carter, Head of SEO Communications, Wix.com

Carolyn Shelby

Carolyn Shelby, Principal SEO, Yoast

2:30 PM - 3:00 PM ET

Refreshments & Expo Hall Time

TRACK

Networking

2:30 PM - 3:00 PM ET

Come hang in the Expo Hall!

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3:00 PM - 3:30 PM ET

Sessions

TRACK

SEO

3:00 PM - 3:30 PM ET

From search ranking to answer synthesis: How to weather the AI storm

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Dawn Anderson

Dawn Anderson, Managing Director, Bertey

Danny Goodwin

Moderator:
Danny Goodwin, Editorial Director, Search Engine Land & SMX

TRACK

PPC

3:00 PM - 3:30 PM ET

Advanced Google Ads strategies for successful lead generation 

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Christine Zirnheld

Christine Zirnheld, Digital Marketing Manager, Cypress North

Anu Adegbola

Moderator:
Anu Adegbola, Paid Media Editor, Search Engine Land

3:30 PM - 4:00 PM ET

Refreshments & Expo Hall Time

TRACK

Networking

3:30 PM - 4:00 PM ET

Come hang in the Expo Hall!

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4:00 PM - 4:30 PM ET

Sessions

TRACK

SEO

4:00 PM - 4:30 PM ET

The search evolution: Preparing for AI-first discovery

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Bart Goralewicz

Bart Goralewicz, Founder & Head of SEO, Onely LLC

Barry Schwartz

Moderator:
Barry Schwartz, SEO Editor, Search Engine Land

TRACK

PPC

4:00 PM - 4:30 PM ET

Managing PPC workflow in an AI era

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Brad Geddes

Brad Geddes, Co-Founder, Adalysis

Greg  Finn

Moderator:
Greg Finn, CMO, Cypress North

TRACK

Theater

4:00 PM - 4:30 PM ET

Clinic: How to optimize your landing pages and convert more customers

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Brian Massey

Brian Massey, Conversion Scientist™, Conversion Sciences LLC

4:30 PM - 5:30 PM ET

🥂 Networking Happy Hour: Mix and mingle with exhibitors, attendees, and speakers.

6:00 PM - 7:00 PM ET

Community Meetups

TRACK

Networking

6:00 PM - 7:00 PM ET

SEO Meetup

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Danny Goodwin

Danny Goodwin, Editorial Director, Search Engine Land & SMX

Barry Schwartz

Barry Schwartz, SEO Editor, Search Engine Land

TRACK

Networking

6:00 PM - 7:00 PM ET

PPC Live with Anu Agdebola

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Anu Adegbola

Anu Adegbola, Paid Media Editor, Search Engine Land

Pauline Jakober

Pauline Jakober, Founder, Group Twenty Seven

TRACK

Networking

6:00 PM - 7:00 PM ET

Build It! with Dave Davies

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Dave Davies

Dave Davies, Head of SEO, Weights & Biases

TRACK

Networking

6:00 PM - 7:00 PM ET

Magic the Gathering Commander game night

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Navah Hopkins

Navah Hopkins, Evangelist, Optmyzr

Marc Sirkin

Marc Sirkin, CEO, Third Door Media, Third Door Media

Friday — June 13th, 2025

6:00 AM - 7:00 AM ET

Networking

TRACK

Networking

6:00 AM - 7:00 AM ET

Morning harbor run

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Nick Eubanks

Nick Eubanks, VP of Owned Media, Semrush

TRACK

Networking

6:00 AM - 7:00 AM ET

Morning mindfulness

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7:30 AM - 9:00 AM ET

Breakfast

9:00 AM - 9:30 AM ET

Keynotes

TRACK

Keynote

9:00 AM - 9:30 AM ET

Agents of change: SEO in the era of agentic AI

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Dave Davies

Dave Davies, Head of SEO, Weights & Biases

Danny Goodwin

Moderator:
Danny Goodwin, Editorial Director, Search Engine Land & SMX

TRACK

Keynote

9:00 AM - 9:30 AM ET

Navigating AI, data, and control in Google Ads: A keynote conversion with Google’s Ginny Marvin

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Ginny Marvin

Ginny Marvin, Ads Product Liaison, Google

Anu Adegbola

Anu Adegbola, Paid Media Editor, Search Engine Land

9:30 AM - 10:15 AM ET

Refreshments & Expo Hall Time

TRACK

Networking

9:30 AM - 10:15 AM ET

Come hang in the Expo Hall!

Description

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10:15 AM - 10:45 AM ET

Sessions

TRACK

SEO

10:15 AM - 10:45 AM ET

The deep search shift: Optimizing for LLM reasoning models

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Crystal Carter

Crystal Carter, Head of SEO Communications, Wix.com

Barry Schwartz

Moderator:
Barry Schwartz, SEO Editor, Search Engine Land

TRACK

PPC

10:15 AM - 10:45 AM ET

PMax for ecommerce: Advanced techniques to try today

Description

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Mike Ryan

Mike Ryan, Head of Ecommerce Insights, Smarter Ecommerce GmbH (smec)

Greg  Finn

Moderator:
Greg Finn, CMO, Cypress North

10:45 AM - 11:15 AM ET

Refreshments & Expo Hall Time

TRACK

Networking

10:45 AM - 11:15 AM ET

Come hang in the Expo Hall!

Description

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11:15 AM - 11:45 AM ET

Sessions

TRACK

SEO

11:15 AM - 11:45 AM ET

How AI is reshaping SEO: Challenges, opportunities, and brand strategies for 2025

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Kelsey Libert

Kelsey Libert, Co-Founder, Fractl

Danny Goodwin

Moderator:
Danny Goodwin, Editorial Director, Search Engine Land & SMX

TRACK

PPC

11:15 AM - 11:45 AM ET

What you need to know about YouTube Ads placements in 2025

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Cory Henke

Cory Henke, CEO / Founder, Variable Media

Anu Adegbola

Moderator:
Anu Adegbola, Paid Media Editor, Search Engine Land

TRACK

Theater

11:15 AM - 11:45 AM ET

Building better content through an AI-powered workflow

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Bruce Clay

Bruce Clay, President, Bruce Clay, Inc.

11:45 AM - 12:15 PM ET

Refreshments & Expo Hall Time

TRACK

Networking

12:15 PM - 12:45 PM ET

Sessions

TRACK

SEO

12:15 PM - 12:45 PM ET

Measuring link relevance using vector embeddings and cosine similarity

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James Brockbank

James Brockbank, Managing Director & Founder, Digitaloft

Eric Enge

Moderator:
Eric Enge, President, Pilot Holding

TRACK

PPC

12:15 PM - 12:45 PM ET

Integrated marketing in the AI era: How to align paid and organic for maximum impact

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Amanda Farley

Amanda Farley, VP of Growth, Aimclear

Brad Geddes

Moderator:
Brad Geddes, Co-Founder, Adalysis

TRACK

Theater

12:15 PM - 12:45 PM ET

Clinic: Fix, optimize, convert – a Google Ads UX review

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Amy Hebdon

Amy Hebdon, Founder & Managing Director, Paid Search Magic

Christine Zirnheld

Christine Zirnheld, Digital Marketing Manager, Cypress North

12:45 PM - 1:45 PM ET

Lunch, Birds of a Feather Discussion Tables, & Expo Hall Time

TRACK

Networking

12:45 PM - 1:45 PM ET

Come hang in the Expo Hall!

Description

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1:45 PM - 2:15 PM ET

Sessions

TRACK

SEO

1:45 PM - 2:15 PM ET

5 key insights for mastering Generative Engine Optimization

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Will Scott

Will Scott, Co-founder, Search Influence

Danny Goodwin

Moderator:
Danny Goodwin, Editorial Director, Search Engine Land & SMX

TRACK

PPC

1:45 PM - 2:15 PM ET

Mastering Performance Max campaigns using scripts 

Description

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Nils Rooijmans

Nils Rooijmans, Google Ads Automater, Nils Rooijmans.com

Anu Adegbola

Moderator:
Anu Adegbola, Paid Media Editor, Search Engine Land

2:15 PM - 2:30 PM ET

Refreshments & Expo Hall Time

TRACK

Networking

2:15 PM - 2:30 PM ET

Come hang in the Expo Hall!

Description

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2:30 PM - 3:00 PM ET

Closing Keynote

TRACK

Keynote

2:30 PM - 3:00 PM ET

Back from the future: Takeaways from the 2026 SEO and PPC All-stars 

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Navah Hopkins

Navah Hopkins, Evangelist, Optmyzr

Mike Grehan

Mike Grehan, CEO, Chelsea Digital

Sam Tomlinson

Sam Tomlinson, Executive VP, Strategy & Analytics, Warschawski

Martha van Berkel

Martha van Berkel, CEO, Schema App

Danny Goodwin

Moderator:
Danny Goodwin, Editorial Director, Search Engine Land & SMX

Anu Adegbola

Moderator:
Anu Adegbola, Paid Media Editor, Search Engine Land

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