Friday, June 16th
7:30 AM - 8:30 AM
Registration Opens | Breakfast
8:30 AM - 8:40 AM
Opening Remarks:
Cari O'Brien
TWIN CITIES
8:40 AM - 9:40 AM
Keynote: Mike King
TWIN CITIES
Much of what we know about the inner workings of search engines is the remnants of information from an era when search engineers were more transparent about what they were building. As Google and its competitors have evolved, the understanding of the SEO community has not kept pace. However, search engines have continued to share details of their innovations with the Computer Science community. We can review that information.
In this presentation, Mike King, author of The Science of SEO, will explain and contextualize a series of actionable insights:
9:40 AM - 10:00 AM
Break & Sponsor Networking
10:00 AM - 10:40 AM
Session 1 Breakouts
Are you ready to uncover the powerful blueprint for social media growth? Come join Rachel Pedersen as she takes you through her step-by-step plan that helped her go from 0 to 2 million followers in record time! Learn the strategies that enabled her to become a sought after expert in her field and discover how you can do the same. Unlock your potential and skyrocket your reach with this groundbreaking blueprint for social media growth now!
Key takeaways:
Google uses a different algorithm to display localized search results, but marketers and business owners typically use traditional SEO tactics.
In this action-packed, fast-paced session, Greg will explain how Local SEO is different from traditional SEO, outlining which signals influence local search visibility — and he'll outline exactly how to optimize each signal.
You'll learn about website content and optimization, local link building, customer reviews, and Google Business Profiles. You'll leave with a detailed playbook that outlines specific strategies and tactics that will help you dominate local search results in 2023 and beyond.
Diversity in marketing shouldn't be limited to what consumers see. It should be represented in what they hear, too.
In a world where screen-less devices are growing exponentially, audio-only and audio-first communications are becoming an increasingly prominent form of digital advertising. While brands and advertisers work to avoid visual symbols and language that can perpetuate racism, there are sonic markers that are just as powerful in defining how we hear (and represent) the world around us.
These are sonic color lines: invisible but pervasive barriers that can impact our marketing and messaging decisions, particularly when it comes to the voices we hear representing our brands.
In this thought-provoking presentation, Steve Keller (Sonic Strategy Director | Studio Resonate | SXM Media) makes the case that practicing sonic diversity isn't just the right thing to do – it’s sound business practice, too.
He’ll share best practices, based on ground breaking new research, that can help you cross the sonic color line, improve your ad favorability and effectiveness, and strengthen your brand connections with diverse audiences.
Since 2021, Google Ad’s Performance Max campaigns have wiped Smart Shopping and Local Ads from view while promising big things in their automated toolset. But Google’s one-size-fits-all automation approach has proven to be more expensive than some of those now-sunsetted services.
So what do you do when your PMax goes PMeh? Learn the tricks to recover your wins, even through the fog of automated advertising.
Session attendees will:
10:40 AM - 11:00 AM
Break & Sponsor Networking
11:00 AM - 11:40 AM
Session 2
In 2020 Rachel, a regular digital marketing conference speaker since 2007, publicly announced to the world that she had made quite a few changes in her personal life, including her first name.
In this session you’ll hear about the process (the steps she took to change her online presence) that Rachel underwent both for herself and for brands that she’s been involved with (including a rebranding of a rebranding directly after launch at AOL) that have gone through this process, and while the process isn’t quite the same as a corporate rebranding or a site rebranding, there are absolutely similarities that can, and will be walked through.
Learn how applying project management processes can help scale your work, develop accountability, increase efficiency, and maximize profitability.
Unlock the full potential of your Google Analytics 4 (GA4) data with our workshop on advanced reporting techniques for business intelligence.
In this workshop, we'll explore how to create custom reports, segments, and advanced analysis tools in GA4 and demonstrate how to use these techniques to gain deeper insights and inform data-driven decision-making. We'll also discuss how to use GA4 insights to optimize business strategies and drive growth for your clients.
Don't miss this opportunity to unleash the full power of your GA4 data and take your business intelligence to the next level!
As the digital landscape undergoes rapid transformation, fueled by advancements in artificial intelligence (AI), technical SEO has become an indispensable component for businesses striving to maintain a competitive edge in search engine results pages (SERPs).
In this insightful presentation, we will delve into the current state of technical SEO in 2023 and examine pivotal trends encompassing web performance optimization, enhanced user experience, cutting-edge tooling, and innovative automation strategies.
Join us as we navigate the dynamic world of technical SEO and uncover valuable insights to help your business thrive amidst constant change.
11:40 AM - 12:50 PM
Lunch
12:50 PM - 1:00 PM
Mid-Day Messages
TWIN CITIES
1:00 PM – 2:00 PM
Keynote: Susan Wenograd
TWIN CITIES
This talk will cover:
2:00 PM - 2:20 PM
Break & Sponsor Networking
2:20 PM - 3:00 PM
Session 3
Content marketing a big deal: Personas, user journeys, calendars, editorial workflows. It’s a lot.
Except that 90% of the time the content team is one person (you), the calendar changes daily, and your boss comes into your office every morning talking about "longform content."
Time for a reality check. Come hear Ian talk about real life content "marketing," his process, and why badgers are the superior content marketing avatar.
Key Takeaways:
Keyword match types have evolved over the past few years. Has Google finally settled on Broad Match keywords as the way forward? Is there any utility left in Exact Match or Phrase Match?
If you’ve experienced poor performance with Broad Match in the past, it’s more important than ever to keep testing this dynamic match type to future-proof your account.
In this session, we’ll take a look at the current state of match types in Google and learn how, when and why you should use Broad Match to improve account performance.
For SEOs that support multi-location businesses, ensuring effective communication with Google Support for the various Google Business Profile locations is paramount to achieving success. This presentation will review case studies and provide actionable ways to communicate with Google Support effectively, so your Google Business Profile issues can be addressed and solved efficiently.
Key Takeaways:
Page views are an imperfect measure of content success, but sometimes we end up relying on them because what else is there? In this talk, Dana will supply you with more options to help you build a measurement toolkit for content, using Google Analytics, Google Tag Manager, and Looker Studio.
3:00 PM - 3:20 PM
Break & Sponsor Networking
3:20 PM - 4:00 PM
Session 4
In 2023, artificial intelligence can write article drafts, manage social media accounts and identify syndication partners. AI tools will empower you to level-up your SEO and content marketing without replacing your human imagination or judgment. Now is the time to start integrating AI tools into your SEO and content workflow – before AI-savvy competitors begin to dominate the market.
Join marketing AI expert Dale Bertrand as he shares his playbook for using AI tools for SEO and content to increase your productivity and marketing results.
Key Takeaways:
When it comes to marketing, we all know that language matters. Given our increasingly diverse world and consumer base, how can we make our marketing language even more inclusive of underrepresented groups to promote inclusion, equity, and belonging?
This session will provide examples and answer questions about the dos and don'ts around using inclusive language.
Learn how to work with an integrated PPC mindset in an intra-channel world, breaking down silos and leveraging cross-functional collaboration to maximize marketing ROI. We’ll explore the latest trends in PPC, data privacy, including the shift towards first-party data and the growing importance of data security in the age of AI and machine learning.
You'll understand how targeting is changing in response to new privacy regulations and consumer preferences, and learn how to adapt your PPC strategies.
Key takeaways from this session will include:
With years of Schema Markup experience on our belt, we’ve seen some common mistakes that SEOs make when trying to implement Schema Markup on a site.
Join our session at MnSearch on June 16 to learn how to set your Schema Markup up for success from the get-go. Whether you’re a marketer in eCommerce, Law, Finance or Healthcare, following our best practices will help you avoid these pitfalls and drive more clicks from your rich results.
During the session, you will learn:
4:00 PM - 4:20 PM
Break & Sponsor Networking
4:20 PM - 5:20 PM
Keynote: Elizabeth Marsten
TWIN CITIES
"At least that's how it seems if you're listening to eMarketer, Digiday or Adweek these days. Thanks to Amazon, Walmart, Instacart (and many more!) reaching $30billion in ad revenues in just 5 years, a feat that took Search (Google, Microsoft) 14 years to reach and Social (Facebook) 11 years. The addition of the CPG category at scale in digital, sure helped, so a lot of attention is being paid and a lot of dollars are being invested. But what does that mean to you, as a paid search person marketer today, engulfed in the worlds of Google and Microsoft? Where is the money coming from and how is it being attributed? What's next?
In this session, you'll get:
5:20 PM - 5:30 PM
Closing Remarks
TWIN CITIES
5:30 PM - 7:30 PM
After Party!
We hope EVERYONE will join us in celebrating the close of another phenomenal MnSearch Summit!
