DeepSEO Conference 2021

2021 Speakers
Aleyda Solis

Aleyda Solis

Aleyda Solis is one of our industry’s best-known international SEO consultants, serving her many clients from her Barcelona-based boutique SEO consultancy, Orainti. Her knowledge of international SEO and impactive presentations have made her a highly sought-after speaker at over 100 marketing conferences.

Aleyda’s presentation is entitled “7 Critical but Common SEO Mistakes Ecommerce Sites Need to Stop Doing Now (& How to Fix Them)“. What she’ll be covering:

From noindexed faceted pages with search traffic potential, to internal linking challenges in sub-categories or high potential product pages. In this session, I’ll go through 7 very common SEO challenges of ecommerce sites and criteria, tools, and resources to use to fix them asap!

Bill Slawski

Bill Slawski

Bill Slawski has been promoting websites since 1996 and digging into search-related patents and whitepapers since 2005.  He blogs about SEO and is the Director of SEO Research at Go Fish Digital.  He is from Carlsbad, California, around 3 miles from the Pacific Ocean.

Bill’s talk is entitled “Semantic SEO“. His description:

SEO has been transforming to become more semantic, which means knowledge panels, people also ask questions, featured snippets, schema, and more. I’m going to dig into how SEO is becoming more semantic, and more about entities.

Casey Markee

Speaker, writer and trainer Casey Markee is the founder of digital consultancy Media Wyse and a well-known SEO professional with 20+ years of experience. Casey has trained SEO teams on five different continents, spoken at over 100 conferences, and has worked with thousands of bloggers in the Food, Lifestyle and Travel niches. He also collects comic books, enjoys watching trashy reality TV with his wife Tifany, and believes bacon should be its own food group.

Casey will be sharing “The Game Show Guide to Schema” with us. Here’s what he says to expect:

Schema Optimization is a topic that has continued to increase in both scope and value and is now considered essential for most sites operating in competitive niches.
However, this rise in the number of sites using schema has also caused a steep climb in Google Search Console Error Messages for sites using schema incorrectly (like the recent issue with FAQ schema that affected everybody running the Yoast plugin).
These errors and the occasional Spammy Structured Data Penalty can be the bane of site owners and SEOs alike and can stop a site’s traffic and visibility in its tracks.
In this session, attendees will browse test cases on some of the most frustrating and interesting Spammy Structured Data cases the speaker has personally resolved. Learn how to find, unwind, and prevent future similar actions from befalling your own sites and those of your clients, and most importantly, learn when (and where) to ask for help.
Attendees can expect to learn all the following:
– The changing landscape of Schema with Google over the years.
– Popular Myths about Schema in a fun Jeopardy format.
– Details on the Google Spammy Structured Data Manual Action penalty.
– How to Recover from this type of Google Manual Action penalty.
– Recommended tools and services to automate your schema needs.
Schema and/or structured data is not a ranking factor itself. But it can dramatically increase visibility and traffic in Search by generating rich snippets and allowing Google to more easily crawl and algorithmically score your content. Deploying 100% fully validated schema on your site is just SEO 101.

Dan Petrovic

Dejan Petrovic

Dan Petrovic, the managing director of DEJAN, is Australia’s best-known name in the field of search engine optimisation. Dan is a web author, innovator and a highly regarded search industry event speaker.

Dejan will be speaking on “CTR Optimisation” Here’s what to expect:

Working with GSC data on a large scale to detect CTR anomalies and find patterns that increase or decrease snippet attractiveness. With these insights I set up and measure CTR optimisation experiments, run traffic, and make ROI projections. The session would feature a free tool,, which streamlines the whole process..

Dixon Jones

Dixon Jones is a multi-award winning entrepreneur who has helped to build the Internet Marketing industry for over 20 years. He is currently an investor and CEO of which is the first entity SEO toolset built from the ground up around its own Knowledge graphs and NLP algorithms.

He is best known in the industry for building up Majestic, the link intelligence search engine as marketing director from 2009 to 2018. In that time the company became a Deloitte Fast 50 company winning multiple awards including two Queens Awards for Enterprise. Whilst Dixon remains their Global Brand Ambassador, he has also diversified in 2018 to become involved in several new innovative ventures within and beyond the search industry, including Power 2 Me, which aims to bring personal energy harvesting the world. His involvement in the Internet Marketing space began in earnest in 1999 when he co-founded the UK Search Agency Receptional, which he eventually sold in a management buyout. Even before that, Dixon succeeded in the original .com boom writing and selling Murder Mystery Games online.

Dixon originally graduated in Maths and Management studies from Brunel University, London in 1988, but it wasn’t until 30 years later that he completed his Masters at Aston in Birmingham. His personal awards have included Search Personality of the Year, Silicon Canal’s Outstanding Technology Individual of the year and the UK Search Awards accolade of a Lifetime Achievement Award in 2018.
Twitter: @Dixon_Jones 

Dixon will be presenting on “Entities, Knowledge Graphs and Semantics“. Here’s what he’ll be sharing with us:

I’ll look at why and how Google is (and has) moved from keywords to topics as its prime method for indexing the world’s information and show ways to exploit this.

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Frank Watson

Have been working in the digital space since its inception and miss the wild west early days. I have enjoyed observing how our industry has changed and grown. Have worked in many niches and different parts of our industry and try to bring what I learn from one area to the next one I have taken on. The best part of the journey has been the smart friends I have been blessed to make here. Am up for helping others so reach out if you have questions.

Frank’s topic is “Link Building – the Good, the Bad, the Effective”. He’ll be outlining numerous ways to acquire links. Knowing Frank, we bet there’ll be some innovative tactics involved.

Headshot of Jenny Halasz

Jenny Halasz

Jenny Halasz is the President and Founder of JLH Marketing, Inc. With over 20 years’ experience in search, she uses her skills to provide consulting for medium to large enterprise companies on SEO, Analytics, and Search Strategy. Jenny has been named a top SEO to follow by Rand Fishkin, has been featured on Search Engine Journal’s Top SEOs to Follow list multiple times, and was voted the #3 SEO Specialist globally in 2018 by Serpstat. Jenny is an international keynote and session speaker, and an Ambassador for OnCrawl and RankRanger. She’s also an advocate for Women in Tech and Mental Health Awareness. When she’s not traveling, you can find Jenny in her hometown of Raleigh, NC with her husband and two sons, where she’s an active volunteer for various non-profits.

Jenny’s presentation is entitled “Internal Link Optimization in a SNAP“. She’ll be sharing case studies and success stories of clients who have seen significant improvements in organic performance as a result of nothing more than internal link optimization. Of particular interest will be her all-new case studies and never before seen SNAP method:

  • Supplemental
  • Navigation
  • Authorship (nope, not THAT authorship!)
  • Prediction

Want to know more? You’ll have to join Jenny to learn how she’s used her SNAP method with various clients to increase traffic, sales, and even fix Core Updates!


Jeremy Knauff headshot

Jeremy Knauff

Jeremy Knauff is the founder of Spartan Media and brings nearly two decades of experience to the table. His Tampa-based digital marketing agency, Spartan Media, leverages web design, search engine optimization, social media, and more, to help clients increase exposure, earn more customers, and build the business they deserve. Spartan Media serves all industries, but specializes in clients within the construction industry.

Jeremy’s presentation is titled “How to leverage the media for exposure, links, and authority”. Learn why it’s critical to earn legitimate media coverage, how to build and nurture relationships with media contacts, effectively pitch your story, and then leverage that coverage to reach a larger audience, earn links, and become the recognized authority in your industry.

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Keith Goode

Keith Goode is a veteran in-house, enterprise SEO, having worked for companies like AMD, Dell, HomeAway and BDX. Currently, he is a Sr. SEO Strategist for IBM, working on everything from infrastructure and content strategy to corporate standards and training. He has been a regular speaker on the conference circuit for over 7 years, presenting at conferences like Digital Summit, Advanced Search Summit, SMX West, Pubcon and SEJ eSummit.

With an affable and approachable presentation style, Keith is able to translate technical topics into easily digestible material as well as turn complex internal policy issues into straight-forward solutions. A big proponent of democratizing SEO, Keith helped build the Search Certification program at Dell University and regularly presented a Technical SEO class, and he currently presents internal learning sessions at IBM.

You can learn more about Keith on his website ( and Twitter, or you can listen into the Austin Otaku podcast that he co-hosts. 

Keith will be talking about “Scaling Large Enterprise Technical SEO”. Here’s what he says about his session:

Scaling SEO and developing a strategy is difficult enough. Add 300,000 co-workers and an army of directors and executives competing for budget, priority and attention, and it becomes exponentially more difficult.
Technical SEO at a large enterprise company isn’t as simple as running a technical audit and then handing a list over to an internal team to fix. There are limits on resources, tools and budget to contend with. Any problem requires a needs assessment, an evaluation on actual impact and any revenue losses before anyone will even consider talking to you.
In addition to fixing technical issues that already exist, there’s a great need to avert additional crises due to CMS platform changes, site migrations, acquisitions, disposals, etc..
In this session, I’ll talk through the process of building taking a technical audit from awareness to implementation, along with the political hurdles in between. I’ll also provide insights on sizing and planning within an Agile environment.


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Lily Ray

Lily Ray is the Sr. Director of SEO & Head of Organic Research at Amsive Digital (formerly Path Interactive), where she provides strategic leadership for the agency’s SEO client programs, while conducting extensive research on the latest SEO developments. Born into a family of software engineers, web developers and technical writers, Lily brings a strong technical background, performance-driven habits and forward-thinking creativity to all programs she oversees. Lily began her SEO career in 2010 in a fast-paced start-up environment and moved quickly into the agency world, where she helped grow and establish an award-winning SEO department that delivered high-impact work for a fast-growing list of notable clients, including Fortune 500 companies. Lily has worked across a variety of verticals with a focus on retail, e-commerce, b2b and CPG sites. She loves diving into algorithm updates, assessing quality issues and solving technical SEO mysteries.​

Learn about how Google Discover works, what causes manual actions in Discover, and the qualities of top performing Discover content. Lily will be analyzing over 12,000 URLs that have performed in Google Discover to analyze the attributes of top-performing content in Discover and what it takes for content to rank well there.

Martin MacDonald

Martin MacDonald

With over 20 years experience in SEO and digital marketing, Martin has been there and seen it all. From tiny niche affiliate site marketing, through to leading the largest, most profitable SEO teams in-house and agency side in the world, he brings a wealth of knowledge and experience.

Martin currently runs a specific Enterprise focused digital marketing consultancy, working with some of the worlds largest brands on their particular search challenges.

Having spoken at and keynoted over 60 events around the world since 2010, Martin is also an accomplished speaker on all things search and digital marketing industry related.

Martin will be talking about “SEO Asymmetrical Data Warfare“.

As SEO’s we’re data hungry marketers: crawl data, backlink data, content data, competitor data, entity data, analytics data & so much more.
The reality of all this is though: data helps us make the right decisions, at the right time.
The problem is, that we’re swamped in data that is often unreliable, and we can make poor decisions when only relying on a single data source, or only looking at part of the picture.
This session is intended to look at each of the categories of important data, how it should be ideally interpreted, and what you can do on a practical basis to not only level the playing field, but also beat your competitors by having the most reliable data.

Michael Bonfils headshot

Michael Bonfils

Michael Bonfils is the Founder and CEO of SEM International, established in 2004. Which is an award-winning global digital marketing management firm specializing in multilingual PPC, SEO, Social Media, Global eCommerce, Display, and Localization. His company’s services are tailored to assist global advertising agencies and multinational corporations with their digital marketing strategies around the world.  He has been in the industry since 1997, a frequent speaker at global conferences, recognized industry award judge, and past/present board member for a number of marketing organizations. He also refuses to wear reading glasses and is insistent that he shall never be known as an SEO fossil. Even though Michael’s DNA is largely Greek and French, he is most proud of his .6% Congolese DNA.


Michael’s presentation is entitled “Baidu, Naver, and Yandex – How They Differ From Google”. He says:

We have all heard a lot about Google, but what about other global engines out there? Michael provides what’s similar and what’s different in Russia’s Yandex, China’s Baidu, and South Korea’s Naver. How do they index, what’s important to them and most importantly what is the criteria in order to be included on these hugely popular to their country search engines.

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Navah Hopkins

Navah Hopkins is the VP of Strategic Marketing at Adzooma, a platform that makes managing your ad channels easy and fast. A veteran of the digital marketing industry, she began as an SEO in 2008, transitioning to PPC in 2012.

Throughout her career, Navah has made a point to give back and loves sharing lessons learned on the international speaking circuit as well as local universities. She is a frequent contributor to SEJ, SEMrush, and WordStream blogs/webinars.

In 2019, she became a founding member of the Paid Search Association, a group dedicated to empowering the next generation of PPC practitioners, as well as serving as a resource for all practitioners to learn from and share with the community.


Navah brings us a timely topic: “Using First-Party Data and Automation To Build The Perfect Ad Audience”, saying we can expect this:

Finding and converting the perfect customer is hard and expensive – which explains why ad networks developed a plethora of audience targeting tools, as well as audience driven creative customization.
Yet as AdWeek reported, 76% of marketers fail to use behavioral data in online targeting. By fully delegating message mapping and audience curation to ad platforms, brands can see up to a 75% increase in cost per acquisitions, and more importantly exponentially worse return on ad spend.
In this data-driven and action item oriented session, attendees will learn:
How to build and get the most use out of first-party data compliant audiences that can be the target or be used as the basis for lookalike/similar audiences.
Translating customization in creative to landing pages and how this can improve conversion rates and quality scores.
Which audience automation tactics should be amplified and which should be retired as we move into a first-party data and privacy compliant world.
This session is meant for agency and in-house marketers alike who will need to come up with new strategies (or get buy-in from clients/bosses) around targeting and creative.

Shelly Fagin

Shelly Fagin

Shelly Fagin is the Sr SEO Product Manager for Kelley Blue Book and Autotrader and is proud to be a Brand Ambassador for powerhouse SEO Tool company, SEMrush. She first started working in web development over 18 years ago, and shortly after her fascination with SEO began. After a brief stint as SEO Director for a large Agency, for the past twelve years she has worn many hats as an independent SEO consultant working mostly with local businesses and helping them thrive through digital marketing. Shelly is a coder at heart, enjoys developing WordPress sites, and specializes in Technical SEO. Shelly also enjoys teaching her trade but speaking at industry conferences all across the US. Shelly is also the founder of the club “SEO” on Clubhouse and enjoys moderating rooms, doing live site audits, moderating live webinars and conferences, both virtual and in-person. 

Shelly’s presentation will be “Mastering your Data” and she’ll be sharing her wisdom on:

Preparing helpful reports or dashboards for extracting data from places like GSC, GA, Adobe Analytics & your favorite SEO Tools, and automating certain tasks for scale.

Donna Donahue
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Steve Wiideman & Donna Donahue

Donna Donahue SEO Manager for Rocket Media in Gilbert, Arizona.  Donna has been in the digital marketing space since 2006.  In 2016 She began her quest to become an SEO professional.  In 2017 she joined the team at U-Haul international and that’s where she discovered her passion for multi-location local SEO.  Donna has a great passion for the Google My Business profiles for her current clients.  Rocket Media specializes in digital marketing for the niche and very competitive home services market. One of Donna’s favorite sayings is “if we can’t find it, we can’t convert it”!


Steve Wiideman was recognized as Industry MVP and is an adjunct professor teaching digital marketing at CSUF and UCSD. Donahue is a master of local SEO who has hit the 10 thousandth hour in local page optimization. If you manage local SEO or multi-location SEO, don’t miss this session.

Learn how to scale local rankings in blended Maps and Organic search results with strategies built from learnings spanning over 30,000 combined locations. Join Donna Donahue, former SEO Manager for U-haul, and Steve Wiideman, Senior SEO Consultant for Applebee’s and IHOP, in a content-packed session of local search tips, checklists, tools, and case studies you won’t want to miss.

Topics will include:

  1. GMB and Scaling data management
  2. Local landing page optimization focal points based on a 2021 study
  3. Hyper local strategies for scaling business listings and data citations
  4. Reputation strategies for improving business ratings and ultimately CTR
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Tony McCreath

You may recently know Tony McCreath from the 2020 Web Almanac where he was the main SEO and Markup Analyst, or you could have seen him in the odd webinar or unconference. As a webmaster he might have helped you out in the Google Search Central Help Community where he is a Gold Product Expert. And you could be using one of his tools, like the Classy Schema Viewer.

When not playing around on these fun projects he uses his skills to develop advanced solutions for ecommerce stores on the BigCommerce platform. The product range now includes the Structured Data and Tag Manager apps. Setting up these complex analytics and advertising tags is what led him to this talk.

Tony grew up in Sheffield England where his lifelong connection with computers started. His education and training took him to Dallas as a Senior Software Engineer in Telecoms. In 2000, after a few years backpacking, he landed in Adelaide, Australia, where he started a new life and career in the web industry. In 2010 he started Web Site Advantage to focus on SEO.

You can also find him making the odd observation on Twitter.

Tony’s topic is entitled “Thinking outside the box with Google Analytics 4 and Google Data Studio”. And Tony knows something about thinking outside the box! Here’s what he says to expect:

We’ve been creating novel reports in GA for years. Recently we have been able to expand on this by taking advantage of GA4 features.

The presentation will cover some of our reports and how they can be used:

Discover visits to missing pages
Tracking JavaScript and Console errors
Detecting syntax errors in Structured Data
Gathering real users Core Web Vitals
Detecting Transaction even losses using the Measurement Protocol API
What is the effect of changing a page title?
Grouping reports by page type
Server log reporting
Tracking what your air conditioner is doing based on the weather
Future possibilities and ideas


Doc Sheldon headshot

Doc Sheldon

Doc Sheldon began working in digital marketing in 2003, after “retiring” from 20 years as a business management consultant. He’s co-owner of a content agency, owns an SEO consulting agency, and is co-founder of Mentors On Tap.

Doc specializes in technical SEO, ensuring his clients’ websites are fast, secure, responsive, comply with privacy regulations, and perform as effective marketing tools. In his “spare” time, he enjoys writing, with a number of ebooks and paperbacks to his credit.

Having worked at everything from cowhand to adjunct professor, while living in many different countries, Doc enjoys learning from and contributing to whatever culture he finds himself embedded in. The DeepSEO Conference is just one more step on that path.

Steve Gerencser

Steve has been involved in building online websites and providing marketing services to clients since 1995. With a background building many diverse businesses, he’s been instrumental in helping many small and mid-sized businesses grow and become successful, both online and off. Steve is the founder of Steam Driven Media, appears on many podcasts and interviews, and has spoken at events such as the East Coast Real Estate Conference and many regional events.

Currently, Steve is focused on a small group of select clients while developing his new “maker” business, Alchemy Skunkworks.

2021 Sponsors

Thanks to our sponsors for making this event possible

Internet Marketing Ninjas

Reach out to us here, or on Facebook, if you have any questions about the DeepSEO Conference event.

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