Mastering generative AI for SEO and PPC with the SMX all-stars
Streamline your search marketing efforts and stay a cut above the competition
Online August 21-22 | 12:00pm - 3:20pm ET | $249
Generative AI: Is one of the hottest topics in search marketing – a new frontier in a decades-old industry that presents just as many challenges as it does opportunities. Most search marketers are wondering how the critical rise of generative AI is going to impact their career trajectory in the big picture. But the more immediate – and effective – question to ask is: “How can I use generative AI right now to make my job easier… and what are the tools that can help me on my way?"
This six-part Master Class -- sequenced by the experts at Search Engine Land and taught by recognized industry leaders -- will teach you exactly what you need to know about generative AI right now to become a more successful marketer.
Here’s a breakdown of what will be covered:
Part 1: Using generative AI to transform keyword research with Lauren Busby
Wednesday, August 21 | 12:00pm - 1:00pm ET
Keyword research is the crucial map that kickstarts your SEO journey. But, in today’s AI-driven landscape, utilizing traditional keyword research strategies is akin to navigating with a paper map - effective but largely inefficient.
Join Lauren Busby, Co-Founder of Trebletree, as she unveils how to use AI tools to transform keyword research into a near-autopilot approach that enhances efficiency, insight, and overall impact.
After this segment, you’ll be able to:
- Analyze vast keyword data sets efficiently by combining the power of ChatGPT and AI plugin
- Utilize AI-powered keyword clustering to form an EEAT-focused content strategy
- Streamline your keyword research workflow through AI-powered automation
Part 2: 6 guiding principles to leverage AI for SEO content production with Nikki Lam
Wednesday, August 21 | 1:10pm - 2:10pm ET
Contrary to popular belief, there isn’t one “holy grail” of a prompt that will solve all your content production woes. It’s challenging but critical to strike a balance between improving efficiency with AI and standing apart from the AI-saturated crowd with tried and true human-led content marketing approaches.
Join Nikki Lam, VP and Head of SEO at NP Digital, as she shares six guiding principles that’ll help set you up for success as you weave AI into your SEO content production processes.
After this segment, you’ll be able to:
- Formulate more realistic expectations of what AI versus humans can and should do
- Understand the importance of balancing AI while still producing effective, Google-friendly content
- Identify ways to enhance your content’s E-E-A-T and help set it apart from the wealth of AI-assisted and AI-generated content saturating the internet
Part 3: 7 ways to use generative AI in PPC to boost revenue with Kerri Amodio
Wednesday, August 21 | 2:20pm - 3:20pm ET
Creating successful ad campaigns requires a strategic blend of creativity and an acute understanding of evolving customer behavior. AI can help, but you need to be smart about how to use AI in order to be effective.
Join Kerri Amodio, Director of Demand Generation at Refine Labs, as she explores the ever-evolving landscape of digital advertising. You'll hear how generative AI techniques can transform your marketing strategies, boost productivity and enhance customer experiences. You’ll also learn how to leverage AI for copywriting, keyword research, building an account structure, content creation, language translation, audience research, and display placements. Finally, you'll delve into practical applications that drive results.
After this segment, you’ll be able to:
- Understand the role of generative AI in marketing
- Reduce costs and maximize revenue using generative AI
- Write effective prompts that produce better AI outputs
Part 4: Elevating your PPC strategy with generative AI with Frederick Vallaeys
Thursday, August 22 | 12:00pm - 1:00pm ET
LLMs and GPT are advancing at breakneck speeds. Since last year, we’ve moved beyond text to create branded images and even videos. It’s a powerful tool for time-strapped digital marketers. Large language models like GPT-4o can make PPC management faster and fundamentally transform what is possible. With generative AI, marketers can try entirely new strategies; the answer "I can't" has been replaced by "I haven't yet..."
Join Fred Vallaeys, the co-founder and CEO of Optmyzr, as he unveils cutting-edge techniques to harness the full potential of GPT and other AI in PPC management and optimization. Discover how the latest generative models can enhance your approach to finding new opportunities for optimization and automation. Fred will also delve into the innovative use of GPT to craft more sophisticated Google Ads scripts.
After this class, you'll be able to:
- Understand how generative AI is changing consumer search behavior and how to prepare for it
- Integrate the most advanced generative AI models into your ad campaigns to achieve unprecedented scalability and efficiency
- Build a custom GPT that knows your brand voice and company goals
- Use GPT as a dedicated data analyst and statistician
- Use GPT to take existing ad scripts and tweak them to your own needs
Part 5: Leveraging generative AI for technical SEO with John McAlpin
Thursday, August 22 | 1:10pm - 2:10pm ET
Analyzing big data doesn't have to take hours and hours of work. By leveraging modern AI libraries, you can quickly find key insights from technical crawls to make smarter decisions, faster.
Join John McAlpin, Head of SEO at Pillar4 Media and independent SEO consultant, as he walks through the vast possibilities of using generative AI to improve your technical SEO.
After this segment, you’ll be able to:
- Find free tools to accomplish difficult or time-consuming tasks
- Know which technical SEO tasks can be accelerated by AI
- Safely and ethically integrate generative AI into your technical SEO
Part 6: Exploring large language models and analytics with Christopher Penn
Thursday, August 22 | 2:20pm - 3:20pm ET
Discover the game-changing power of Large Language Models (LLMs) in marketing analytics. Learn how LLMs, driven by generative artificial intelligence (AI), can revolutionize your marketing strategy analysis, provide data summarization and recommendations, generate valuable insights, reduce bias, increase productivity, spot trends, and manage risks.
Join Christopher Penn, Chief Data Scientist of TrustInsights.ai who will guide you through best practices, emphasizing the importance of skilled team collaboration, subject matter expertise, and careful preparation when implementing generative AI in marketing analytics.
After this segment, you'll be able to:
- Harness the game-changing power of LLMs to extract insights, reduce bias, spot trends, and manage risks
- Unlock data summarization and intelligent recommendations to optimize your marketing analytics workflow
- Apply best practices for integrating generative AI in marketing analytics
- Emphasize the importance of team collaboration, subject matter expertise, and careful preparation
Who should attend this Master Class?
This course is ideal for search marketers who have heard how generative AI tools are going to help them save time and work more efficiently but haven’t taken the plunge yet. If you want to remain on the cutting edge and stay relevant in an increasingly technical world, this course will deliver actionable tactics that can empower you to do just that.
Meet your Master Class instructors
Lauren Busby
Lauren Busby is the Co-Founder of Trebletree, a boutique SEO and web design agency, where she leads the SEO/web teams in building websites for SEO success. She has worked in the SEO field since 2009, driving organic growth for a range of medium-sized to enterprise-level brands, including Carpet One and Urban Air. Lauren specializes in keyword strategy, technical SEO, and large-scale franchise/enterprise SEO.
Nikki Lam
Nikki Lam is a seasoned SEO expert who has spent over a decade elevating the online presence of global brands like Adobe, Lenovo, Samsung, Under Armour, Levi’s, T-Mobile, Office Depot, American Airlines, Western Union, SoFi & more. As VP, Head of SEO at NP Digital U.S., she oversees the Organic Search offering, leads a growing team of over 20 passionate search strategists, and assists in pitching and formulating award-winning SEO campaigns for NP’s growing roster of enterprise and Fortune 1000 clients. Nikki's impact extends across the globe, as she collaborates with NP Digital's growing global Earned Media teams to ensure consistency, foster innovation, nurture collaboration, and uphold operational excellence across 19+ countries. As a contributing author to Search Engine Land, member of the SMX Programming Committee, course instructor at the Digital Marketing Institute, speaker at brightonSEO San Diego, contributor to Neil Patel webinars, and author of ongoing social media industry update videos, Nikki is committed to engaging with the SEO community through thought leadership and open dialogue about the ever-changing search landscape.
Kerri Amodio
Kerri Amodio is a Director of Digital Advertising at Closed Loop, managing her own team of talented digital marketers. She became well-versed in executing advanced digital advertising strategies across search, social and display while working in-house for several B2B tech companies. Kerri has been on the agency side at Closed Loop for five years, helping clients to identify growth opportunities while delivering best-in-class reporting. She prides her work on providing exemplary customer service while keeping clients such as Slack, Calendly and Outreach ahead of the curve. She has a keen eye for detail, a passion for data visualization and analytics, and a knack for nurture funnels and overall marketing strategy.
Frederick Vallaeys
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. Fredrick 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.
John McAlpin
John McAlpin is the Head of SEO for Pillar4 Media, an independent SEO consultant, and custom WordPress developer specializing in healthcare SEO for enterprise and mid-market multi-location organizations. John is a frequent contributor for Search Engine Land and has been featured on several other industry publications and podcasts.
Christopher Penn
Christopher S. Penn is an authority on analytics, digital marketing, marketing technology, data science, and machine learning. A recognized thought leader, best-selling author, and keynote speaker, he has shaped five key fields in the marketing industry: Google Analytics adoption, data-driven marketing and PR, modern email marketing, marketing data science, and artificial intelligence/machine learning in marketing. As co-founder and Chief Data Scientist of Trust Insights, he is responsible for the creation of products and services, creation and maintenance of all code and intellectual property, technology and marketing strategy, brand awareness, and research & development. Mr. Penn is a 2020, three-time IBM Champion in IBM Analytics, a Brand24 Top 100 Digital Marketer, an Onalytica Top 100 AI in Marketing influencer, and co-host of the award-winning Marketing Over Coffee marketing podcast. Prior to co-founding Trust Insights, he built the marketing for a series of startups with a 100% successful exit rate in the financial services, SaaS software, and public relations industries. His work has served brands such as Twitter, T-Mobile, Citrix Systems, GoDaddy, AAA, McDonald’s, and many others. Mr. Penn is an IBM Watson Machine Learning Certified Professional, a Google Analytics Certified Professional, a Google Ads Certified Professional, a Google Digital Sales Certified Professional, and a Hubspot Inbound Certified Professional. He is the author of over two dozen marketing books including bestsellers such as AI for Marketers: A Primer and Introduction, Marketing White Belt: Basics for the Digital Marketer, Marketing Red Belt: Connecting With Your Creative Mind, and Marketing Blue Belt: From Data Zero to Marketing Hero, and Leading Innovation.
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