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2017 Forum - Agenda
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Day 1

8:30 AM - 5:00 PM


• SEMPO Salary Survey Report Review
• Planning for 2016 State of Search Survey
• Brainstorming Other Research Committee Opportunities


8:30 AM - 9:15 AM

Morning Coffee and Networking

Leadership: VP of Education Simon Heseltine and co-chairs Justin Fuchs and Dana Todd The SEMPO Education Committee is responsible for:

· Determining topics and securing presenters for monthly SEMPO's Google+ Hangouts on Air: Chat with Industry Experts

· Reviewing submitted articles, resources and presentations for SEMPO blogs, webinars, Hangouts and educational ventures

· Reviewing submitted event calendar and training provider listings

· Determining monthly themes and industry polling topics in collaboration with the SEMPO Research Committee

· Securing and promoting speakers for educational programs including SEMPO Cities, SEMPO Member Forum and to outside business organizations to promote quality search practices SEMPO's monthly Hangouts Chat with Industry Experts focuses on a different theme each month and corporate members are invited to share their thoughts and education with the industry. In addition, webinar series presented by corporate members meet the growing need for education on search-related topics within and beyond the search marketing industry. Professional webinars are geared for search and digital marketing professionals who need to stay abreast of the latest techniques and tools. Whereas, 101 webinars are tailored to professionals who use search marketing as part of their jobs and to people just beginning their search marketing careers.


9:15 AM - 11.45 PM

Morning Workshop Presented by bing – 3 X 45 minute interactive discussion topics

(1) Search Engine Marketing in 2017
(2) Paid Search Tactics that are working/not working
10:45 AM – 11:00AM – Morning Break
(3) SEO Tactics working/not working


Workshop Chairs: bing

11.45 AM - 1:00 PM

Networking Lunch for Workshop Attendees




1:00 PM - 1:10 PM

Forum Kickoff.

Introduction and welcome remarks from the SEMPO Chairman and President.



Mike Grehan – SEMPO Chairman
Michael Gullaksen – SEMPO President


1:10 PM - 1:55 PM

Opening Keynote – Pablo Slough, Google

Pablo Slough, Google

Pablo is currently Head of Performance Activation, which is a team of specialist sales people focusing on developing Search solutions for our top clients and agencies across 4 main areas Automation, Audience, Mobile and Creative Excellence. He joined Google in Mexico in November 2009, where he started as Head of Industry focusing on Travel, Finance, CPG and Healthcare verticals; he then became Country Manager of Google México in 2012. Before joining Google Inc., Pablo worked as Digital Director for CIE Entertainment / OCESA and Universal McCann Latin America. Prior to that Pablo set-up a few start-ups in Europe (, Plush and Creative Hot House).

A serial entrepreneur and always close to technology, advertising, and e-commerce, Pablo’s mission is promoting the Internet and Mobile ecosystem. Pablo was also a board member of IAB in Mexico for several years, an Endeavor mentor, co-founded the Masters of Internet Business in Mexico ( and most recently started a co-working space in Mexico for budding entrepreneurs (

He holds an MBA from IESE, University of Navarra (Barcelona, Spain), and a BA in Economics from McGill University (Montreal, Canada). He speaks English, Portuguese and Spanish. In his spare time, Pablo lives in the Bay Area with his wife and 3 crazy boys, enjoys traveling, mountain-biking and snowboarding.

2:00 PM - 2:55 PM

iProspect / Bing Panel Presentation

On the wings of natural language processing and artificial intelligence, digital assistants are rising to the forefront. They offer a simpler, more intuitive way to manage our lives and be awesome. Living on our kitchen counters and in our phones and cars, digital assistants learn our ways. Soon, they will conduct our digital worlds. While we’re still a few steps away from reordering our lives, we need to prepare for the impact digital assistants will have on marketing and the next evolution of search.

Marketers need to begin conceptualizing a future that is screen-less, powered by voice commands and is highly mobile and hyper-local. This is Zero UI. iProspect and Microsoft have partnered to create the industry’s first, data rich perspective to provide marketers with the know-how to succeed with this soon to be ubiquitous new interface. Don’t miss this thought-provoking session.


Simon Heseltine,

Simon Heseltine is the Vice President of Search at,, helping drive brand awareness and traffic to one of the nation’s top apartment rental sites. His past experience includes running Global SEO for Hewlett Packard Enterprise, and leading the award winning Audience Development team at AOL. He sits on the board of SEMPO, and until recently taught Online Marketing at Georgetown University in Washington, D.C. as part of their Digital Media Management program.


Jeremy Hull, iProspect

Jeremy drives innovation for iProspect clients; identifying and collaborating with the leading platforms and partners to drive the best possible digital performance for clients. Additionally, he strategically integrates new channels into each client's marketing ecosystem to meet the demands of the rapidly evolving digital landscape. He is a regular speaker at industry events and in the media. In 2013, Jeremy was inducted into the ClickZ Digital Marketing Hall of Fame.

Christi Olsen, Bing

Christi is the Bing Ads Evangelist at Microsoft in Seattle, Washington. She is an internationally recognized speaker and expert in Search Engine Marketing. For over a decade she has been a student and practitioner of SEM, living and breathing through the evolution of search and the transformations that have kept us on our toes and adjusting our digital strategies. Christi is passionate about marketing and has spent her career helping businesses solve their marketing challenges and reach their goals through studying and analyzing data to develop actionable insights and strategies, and in developing integrated and holistic campaigns across digital channels.

3:00 PM - 3:40 PM

Industry Intelligence and Research:

Join The Research Committee and panelists discussing the new 2017  SEMPO State of Search Results. Learn what other in-house and agency/consultant marketers are valueing increasingly, and which tactics or metrics are dropping in stature. 

Also on the topic list, to ensure audience feedback and interaction: where else does SEMPO need to provide the industry with more intelligence?

Marc Englesman and Research Team (with audience participation)

Speakers TBA


3:40 PM - 4:00 PM

Afternoon Networking Break

Refreshments Served
4:05 PM - 4:40 PM

(on)Site Search in 2017

SEMPO is launching a new Special Interest Group in 2017 dedicated to searches that happen once a visitor reaches a website or platform application. This session, led by Chair Mike Moran - a long time author in the search industry - will introduce the topic and how it is intricately intertwined with many of the considerations search marketers face on a  daily basis. Additionally, Todd Ulise from will cover practical applications and real-time data considerations that can guide future campaign testing and strategy.

 Interactive audience participation will follow, with questions and recommendations encouraged from the SEMPO membership.



Mike Moran, SoloSegment

Mike Moran is an expert in digital marketing, search technology, social media, text analytics, and web metrics, who, as a Certified Speaking Professional, regularly makes appearances worldwide. Mike regularly teaches in the Rutgers MBA program and is a Senior Fellow at the Society for New Communications Research. Mike serves as a senior strategist for Converseon, a leading digital media marketing consultancy based in New York City. Mike helps Converseon’s key clients with social media marketing and social media listening issues. Mike is also a senior strategist for Converseon's sister technology company, Revealed Context, whose ConveyAPI won the DataWeek Top Innovator Award for Social Data Mining. He is a senior strategist for SoloSegment, a marketing solutions company that uses technology and consulting services to simplify and amplify the marketing that you already do, focusing especially on website search, content analytics, and personalization. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. He held various roles in his IBM career, including eight years at IBM’s customer-facing website,, where he introduced IBM to search marketing and website search marketing. Mike is co-author of the best-selling book Search Engine Marketing, Inc., now in its third edition, and Outside-In Marketing: Using Big Data to Guide Your Content Marketing. Mike is also the author of the acclaimed Internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology. You can learn more about Mike at his website.

Todd Ulise,

In nearly 20 years in digital media Todd Ulise has successfully built up three companies taking revenue from $1,000,000 to $65,500,000 while hiring and training hundreds. Ulise is Vice President of Ulise holds an MBA from Pepperdine and a Triple Major from University of Arizona.


4:40 PM - 5:20 PM

Search, Local & Social Super Session

The last Session of Day 1 session will dive right into strategic topics related to our SEMPO world. Learn from the experiences of these fellow SEMPO members, including the Founding Chair of SEMPO, Barbara Coll. Topics will include search marketing “over the years,” measurement, and processes required to efficiently manage campaigns in 2017 and beyond.;

As with all of our sessions, the audience members will be encouraged to participate with questions and additional considerations on the topics most important to our community.


Colleen Harris, CDK Global

Colleen Harris is a senior search engine optimization specialist at CDK Global and has more than 13 years of digital marketing experience in the automotive, healthcare and entertainment industries. Speaking engagements include the SMX Advanced, Driving Sales Executive Summit, WIT, Seattle Search Network, 501 C Commons and the national SEMPO member conference. Colleen also volunteers locally on a digital team for new non-profits.

Corey Morris, Voltage

Corey is a leader in the search marketing community through his role guiding clients through leadership of the digital group at ER Marketing, serving on the global board of SEMPO, as founder of the KC Search Conference, as a speaker at national conferences, and as a contributor to Search Engine Journal.

Barbara Coll, Webmama

How do you keep executives happy when it comes to Search Marketing?
To keep executives happy when it comes to Search Marketing you need to provide them with insights into their business strategy, like a solid keyword discovery deliverable, but even as important show them the search visibility results of minor modifications to their company website.

What do you feel is your greatest day-to-day challenge?
Google, and other engines, will continue to mine the information provided by the behavior of searchers to provide more informational material and advertising direct from the search engine (i.e. local results, knowledge graph) that will push true organic results even further below the fold.

What do you feel is going to be the next major technology shift that will impact Search Marketing?

Social media sites will continue to more closely integrate with traditional search engines thus challenging the search engines to figure out how to monetize the search behavior on those sites.

If you could start over in Search Marketing, what are three things you would do differently?
Found SEMPO earlier!


5:30 PM - 8:00 PM

Cocktails and SEMPO Annual Awards Ceremony

Join us to celebrate marketing success stories and network with your SEMPO member peers.



Hyatt Regency Riverwalk Outdoor Terrace

Day 2

7:30 AM - 8:50 AM

Registration plus networking breakfast

Enjoy breakfast, mix with friends, colleagues and vendors from the search marketing industry

8:50 AM - 9:00 AM

Day 2 Introduction and Welcome Remarks.

SEMPO Board of Directors

9:00 AM - 9:50 AM

Tactical SEO session – Dominating SEO From Technical to Content Marketing and Getting Authority to Your Domains

Start the day off with some tactical SEO! Join this experienced panel covering SEO ranging from technical, to content marketing and authority building - and of course performance measurement. Our tactical sessions are packed with speakers that have day-to-day experience running SEO, much like most of the audience.

After the presentations, attendees are encouraged to share questions and ideas about SEO - ranging from local to global and in between.



Alex Oliveira, Prediq Media

As a hands on leader of multiple successful companies, Brazilian-born and South Florida-raised Alex Oliveira has helped clients advance their businesses and brands by building and executing interactive marketing campaigns for over 15 years.

With a heavy emphasis on Lead Generation, Alex has created a name for himself as a well-respected digital marketing and entrepreneur.


Tyler Barnes, VML

Tyler helps lead the VML Organic Search Channel, providing strategic insight to Fortune 500 clients in the B2C, B2B, and E-commerce sectors. Tyler is a high energy, ‘think outside of the box’ leader, pushing to continuously innovate in a changing landscape.

Jaroslaw Miszczak, Bluerank

He has more than 10 years of experience in search engine marketing field. At Bluerank he is responsible for organization and coordination of work at Client Service department and supervise the implementation of online marketing activities for key clients of the agency: Mitsubishi, Leroy Merlin, ING, Ernst&Young, Skanska. He is certified AdWords and DoubleClick specialist who carries out a lot of trainings in terms of SEO/SEM for marketers in Poland.

Scott Nickels, BigFish Consulting

Scott heads BigFish Consulting – a boutique agency focused on inbound marketing and digital strategies. Scott is formerly the Director of Audience & Engagement for Hearst Autos (Car and Driver). Previously, he's held leadership positions in various agencies and brands, including starting and running the SEO efforts for The Home Depot. Scott is a frequent speaker on the subject of digital marketing, brand strategy and search behavior, including the occasional opportunity to guest lecture at his alma mater, Georgia Tech.

9:55 AM - 10:45 AM

Tactical PPC Session – Paid Search Tactics to Drive Top Performance, including Campaign Structure, Creative, and Bidding Focus

The title really says it all: this session will roll-up the sleeves and get into what is making campaigns work these days.

Concerned about Google further expanding Broad Match? Not getting additional value from Extended Text Ads? This session will cover many of the topics related to paid search advertising in Google, Bing, and Yahoo - as well as through Local Search entities, but there will be time left at the end to cover questions and additional ideas from the audience.


Brian Cato, YP

I have worked in the digital arena of connecting Buyers & Sellers for 10+ Years, in both Product & Operational leadership roles. One of my key attributes is connecting SMB’s to consumers in palatable & modern avenues, that increase ROI.

Seth Rand, Rand Marketing

Seth Rand is the Founder and CEO of Rand Marketing, along with being a Digital Marketing professional with over 14 years experience. Seth has assisted over 1,000 businesses and is a speaker and published author on a variety of topics that focus on business and marketing. In addition to Rand Marketing recently being named to the Inc. 5000 list, Seth was also named a Premier Google Partner and South Florida Business Journal 40 Under 40 in 2016, and serves on the Board of Directors of the Better Business Bureau in Southeast Florida.

David Szetela, FMB Media

David is Owner and CEO of digital advertising agency FMB Media, and one of the world's best-known experts in online advertising. A former Apple Computer executive and serial entrepreneur, David's career has been dedicated to helping companies of all sizes maximize revenue and profit. His two books on PPC advertising have helped train a generation of marketers. His articles on PPC advertising have been published in The SEM Post, MediaPost, Search Engine Watch, and Search Engine Land. He hosts a weekly radio show called PPC Rockstars, produced by Cranberry Radio and distributed by iTunes and other major outlets. David is a frequent speaker at Search and Advertising industry events like SMX, Ungagged and Pubcon.


10:45 AM - 11:00 AM

Morning Networking Break

11:00 AM - 11:45 AM

Keynote Session


11:50 AM - 12:35 PM

Dealing with the Data:

One thing is for sure, the search industry is not short on data. It pours in from so many sources. First party, third party, keyword data, visitor data, conversion data… It goes on. A panel of experts discusses where the focus of attention should be for measuring success and poses the ultimate question: Will there ever actually be one source of truth?

This session will precede lunch and make people hungry to learn more about their campaign performance across channels. Join the practitioner (not professional speaker) panel to learn what makes them, their bosses and their  clients truly gain insight into marketing results and derive opportunities from data.


Donald Devange, D2 Creative

Don is changing how marketing is presented to make it more useful and satisfying experience for everyone involved by bringing the "Why" back to marketing. He is focused on performance and growth through testing and optimization, which has been an obsession of his for nearly two decades.

Courtney Herda, Smarter Searches

Courtney Herda, founder and CEO of Smarter Searches, is an expert in digital marketing, having spent more than a decade working at agencies and in-house before starting her own agency. She was named a Top 20 Digital Marketing Strategist by the Online Marketing Institute, one of the Top 15 Most Influential Educators in Digital Marketing, and is a frequent speaker at conferences like PubCon.

Josh McCoy, Vizion Interactive

A Digital Marketing Strategist at Vizion Interactive, possessing a strong dedication and passion into the understanding and execution of successful search marketing campaigns. Deeply ingraining himself into “all things search,” Josh’s years of expertise in search marketing help him to concentrate on how to effectively harness all areas of online marketing including SEO, social media and local search to create an encapsulating approach to search engine marketing ideation as the online landscape continues to evolve. Aside from his duties at Vizion Interactive, Josh manages the Kansas City Search Engine Marketing Association, Is the leader of the SEMPO Cities KC Search Conference, has written for Search Engine Watch and has been a speaking contributor to SES, ClickZ Live, Digital Summit and Integrated Marketing Summit.


12:35 PM - 1:25 PM

Networking Lunch

1:25 PM - 2:00 PM

Back to Brass Nails – More Search & Social + Video

Get back into some tactical discussions with these search and local marketing expert members discussing current campaign opportunities with Search, Social and Video.

This group of presentations will focus on a variety of tactics in play across integrated marketing programs in 2017. Both paid and organic opportunities exist through non-text content, and good content of all types can gain steam with the help ofsocial media targeted towards the right audiences.

After the presentations, the audience is encouraged to pose other new or evolving tactics that were not covered during the session, in addition to their questions and opinions on what was covered.


Mike Corak, DAC Group & SEMPO Treasurer


Joseph Beccalori, Interact Marketing

Jeff Ferguson, Fang Digital

Corey Morris, Voltage


2:05 PM - 2:40 PM

Domain Names, WOMM, and More Tangible Digital Marketing Tactics

Join SEMPO Board of Directors members Chris and Michael as they discuss domain and URL considerations with two representatives from The Domain Name Association ( Additionally, Michael will discuss WOMM and some other tactics that play nicely with search engine and content marketing.

This discussion should be a perfect one for the audience to add their last group-directed thoughts and questions, and serve as an excellent preview for the expert round table sessions to follow.


Chris Boggs, Web Traffic Advisors, LLC


Jeff Sass, The DNA (Domain Name Association)

Lori Anne Wardi, Neustar, Inc. and  The DNA (Domain Name Association)/a>

Michael Bonfils, SEM International & SEMPO VP

2:45 PM - 3:30 PM

Expert Round-table sessions

Each table will have its own theme. SEO, PPC, analytics, video and display as well as measurement and other related topics will be covered.

Don’t just sit at one table, put a list of questions together for our experts and get around as many of them as you can!

Serving clients well requires an understanding of their business structure and goals. Yes, but there is so much more to make for happy clients. This session, specifically targeted at agencies and consultants, will cover excellence in reporting, how to manage the client relationship, discovery of their strengths and weaknesses, and communication tools. The session will also provide insights on handling competition, major issues that arise with clients, lead generation, and how and when to fire a client.

3.30 PM

Networking Continues – Find some fellow members to continue learning from and spend the afternoon golfing, touring, drinking, or catching a flight home

Serving clients well requires an understanding of their business structure and goals. Yes, but there is so much more to make for happy clients. This session, specifically targeted at agencies and consultants, will cover excellence in reporting, how to manage the client relationship, discovery of their strengths and weaknesses, and communication tools. The session will also provide insights on handling competition, major issues that arise with clients, lead generation, and how and when to fire a client.

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