Searchmetrics Summit 2018:
The Speakers

The speakers at the Searchmetrics Summit in London:

Aleyda Solis

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Aleyda Solis

Topic at the Summit: AMP – The good, the bad, the ugly and how to make the most out of it

Aleyda Solis will share the best scenarios to implement AMP, the best way to prioritise implementation to avoid pitfalls and how to validate the process to maximise visibility and results.

Aleyda Solis is an International SEO Consultant, service that she provides with her boutique consultancy, Orainti; a blogger (Search Engine Land, Search Engine Journal and Moz), speaker (with more than 100 conferences in 20 countries in English and Spanish) & author (of ”SEO, Las Claves Esenciales”).

Included in Forbes as one of the 10 Digital Marketing specialists to follow in 2015 and in Entrepreneur as one of the 50 Online Marketing Influencers to follow in 2016, she has more than 10 years of experience doing Search Engine Optimization for European, American and Latin-American companies.

Kevin Gibbons, Blueglass

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Kevin Gibbons

Topic at the Summit: SEO is so 2017! Optimising for everything, not just search engines.

Kevin Gibbons is co-founder and CEO of BlueGlass, a strategy-driven SEO and content marketing agency. Kevin has been in the digital industry since 2003 and takes a strategic role to help deliver award-winning results for clients such as Deloitte, Expedia and the Financial Times.

This talk will focus on the future of search, and how you need to optimise for all devices, platforms and things in 2018 and beyond. From featured snippets, to apps, to voice search and virtual reality – ranking in organic search is no longer enough!

Victoria Olsina

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Victoria Olsina

Topic at the Summit: Managing Website Migration: the complexity of implementing change within a big organisation.

Founded in 1690, Barclays is a major global financial services provider engaged in personal banking, credit cards, corporate and investment banking, and wealth and investment management. With around 22 million retail customers, and almost one million business banking clients, Barclays is one of UK’s leading financial services provider.

The migration of involved a change of CMS platforms, design, architecture, domain and protocols, all at the same time, with dozens of teams working together for months to achieve a successful transition. In this session Victoria Olsina will share her learnings from the SEO side of the migration, but most importantly, the learnings from the challenge of implementing change within a big organisation:

  • Dealing with stakeholders
  • Processes and ways of working
  • Presenting results

Victoria Olsina works at Barclays as a Search and Acquisition manager. She is a seasoned Digital Marketing professional with over 8-year experience across 3 continents. Her main focus areas are SEO, Ecommerce, and Data Visualisation. Throughout her career, Victoria has developed and implemented digital marketing strategies for corporate clients such as Telecom, Lotto, Kathmandu, Citizen Watches and New Zealand Tourism.

Barry Adams

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Barry Adams

Topic at the Summit: Structured Data That Drives Results

A lot of people are recommending that websites implement structured data in all its forms. But this can sometimes be a challenging and costly project, so you want to make sure you’re getting good value from it. Which types of structured data are really driving traffic and sales, and what other tangible benefits are there to implementing these structured data snippets? In this talk Barry Adams will show you the structured data that really works and adds value to your business.

Barry Adams is an independent SEO consultant specialising in technical SEO for ecommerce and news publishers. He’s been active in SEO since 1998, and has worked with a wide range of companies; from microbusinesses to the world’s largest media companies. Barry enjoys sharing his knowledge and experience with the industry, and regularly speaks at digital conferences around the world.

Lukasz Zelezny

Lukasz Zelezny

Topic at the Summit: Organic Search and Content optimization in 2018 and beyond- how to win the game 

Would you like to learn what is a GAP analysis and how investigating competitors can deliver lots of valuable data for Your business? Do you want to learn what an ATOM optimization method is? Are You hungry of something new, that wasn’t yet described online? Lukasz Zelezny will show how to create and share Your content like a pro utilizing some unique tools and techniques. No fluff just useful tactics that You can implement in Your business right after event.

Lukasz Zelezny, top 10 UK social media influencer, UK search awards judge and the director of organic performance at ZPG. Leading his team, he is responsible for the, and organic visibility, conversion rate and traffic. Lukasz is a hands-on person; he spends lots of his time keeping up to date with the changes in the technology of online marketing.

He travels over 75,000 km a year speaking at many SEO and social media conferences including ClickZ Shanghai China, ClickZ Jakarta Indonesia, SiMGA Malta, SES London in United Kingdom as well as conferences held in Europe: Marketing Festival in Brno, Brighton SEO in Brighton, UnGagged in London. Every year he is actively participating in 10 to 20 events as a SEO/Social Media keynote speaker. Additionally, he organizes workshops and meetups where he is sharing tips around SEO, Social Media and Analytics.

Richard Keenan

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Richard Keenan-Heard

Topic at the Summit: Scaling global content that is mobile and voice first

Trainline’s aim is to bring together all rail, coach and other travel services into one simple experience so customers can get the best prices and smart, real time travel information on the go. With hundreds of millions of journeys available to our customers worldwide, Trainline’s SEO team is responsible for providing a scalable solution to match this supply to customer demand. With 14 supported languages and consideration needed to take in to account changing user behaviour for mobile and voice search, whilst still factoring in traditional search behaviour in the travel vertical, Richard will share insight on Trainline’s journey so far and a glimpse of what’s ahead.

Richard joined Trainline a little over a year ago, having spent almost six years with MEC working on delivering SEO at a global scale for some of the world’s largest brands, including GE, Johnson and Johnson, Pfizer and Tiffany & Co. Before moving to an agency, Richard created small business websites from design and build through to content optimization. Richard built his first website at university before working in project management and finance but continued to develop websites and content for friends and local businesses.

Richard loves working in SEO and his job at Trainline enables him to combine it with a childhood passion for trains. He is responsible for shaping, implementing and delivering Trainline’s global SEO strategy. Since joining Trainline, Richard has recruited and leads a large team of in-house SEO specialists, as well as a broad freelancer network of support to call on as needed. With a global mission, SEO is a core part of the marketing mix at Trainline, requiring a scalable approach to both tech and content. As Trainline continues to deliver new cutting-edge technology to its customers worldwide, Richard and his team are focused on providing a tailored approach by market and language.

Fili Wiese

Fili Wiese

Topic at the Summit: Page Speed Optimization Tips

Speed is both a Google ranking factor and a crucial signal for user satisfaction. Today SEOs have multiple options, ranging from optimizing HTML, implementing AMP and/or PWAs. Join ex-Google engineer Fili Wiese to learn from server configuration techniques to Javascript optimisation, strategy, and beyond. You will walk away from this session with unique insights and bucket-loads of practical hands-on tips, ideas, strategy-considerations, options and tactics on how to make your website blazing fast for the mobile-first world. Having programmed websites and Google internal tools, Fili Wiese is the go-to guy when it comes to technical SEO. Company:

Fili Wiese is a renowned technical SEO expert, ex-Google engineer and was a senior technical lead in the Google Search Quality team. At he offers SEO consulting services with SEO audits, SEO workshops and successfully recovers websites from Google penalties.

Izzi Smith, Sixt


Izzy Smith

Topic at the Summit: Practical Insights into Winning Featured Snippets: How to target and achieve “Position 0” results

Featured Snippets are one of the best SEO “hacks” of 2018. Winning them instantly takes you above the top organic results, hence why they are often nicknamed “Position 0”. This means that if Google sees your result to be the best solution to someone’s problem, you can instantly take over your competitors. Earning these beautiful Snippets can result in huge improvements to your traffic and conversions, as well as uplifting brand awareness and generating voice search results. Based on her research and successes on the Sixt rent a car domains, Izzi’s Searchmetrics Summit talk will teach you how you can find and target Featured Snippet opportunities, earn them for good, and maximize their performance. Topics she will cover include:

  • Identifying Featured Snippet keyword opportunities
  • How to optimize your content and landing page strategies to achieve them
  • Integrating question-relevant Structured Data
  • Enhancing your existing Snippets to maximize CTR
  • How you can track your generated Snippets
  • Successful case studies from the Sixt domains


Izzi Smith is the UK & USA SEO Manager for Sixt rent a car, where she is able to freely test innovative SEO strategies across multiple international domains. She’s a huge SEO nerd, but is especially passionate about Structured Data, UX Optimization, and technical SEO. At the 2018 IntSS Munich she was named “Best Speaker” and her efforts triggering transactional Featured Snippets won Sixt the award for “Best SEO Campaign” at the 2018 SEMY Awards. Originally from Manchester in England, she moved to work at Sixt in Munich three years ago to pursue her love of SEO and beer. When she’s not obsessing over enriched Search Appearance, in her free time you’ll usually find her frequenting Munich’s beer gardens and attending Online Marketing meet-ups.

Marcus Tober at the Searchmetrics Summit

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Marcus Tober

Topic at the Summit: It’s a small world after all: Entering the world of the micro-niche and micro-Ranking Factors

Modern marketers rely on data to determine whether campaigns and content they’ve created online are destined for success, or doomed to failure. But the data they get is often far from telling the whole story. Rather than getting a street view, marketers are still relying on maps of the world to determine how they’ll rank online. While there are some commonalities in the world of search engine optimization, successful companies today must understand the dynamics of a particular niche of the product they’re selling – whether it’s fashion or cosmetics as subsets of ecommerce or baby clothing versus baby furniture. Searchmetrics founder and CTO Marcus Tober discusses why marketers should be stepping into the bold new world of the micro-niche, or micro-Ranking Factors.

Marcus Tober, CTO and Founder of Searchmetrics, is known throughout the SEO industry (and beyond) as the founder and driving innovative force of Searchmetrics. Furthermore, he has graced many international stages as an insightful contributor and respected expert. The self-confessed “big data and statistics freak” is well-known for his appearances and keynote speeches at congresses, symposiums and think tank events across the world.

The panelists:

Jono Anderson

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Jono Alderson

Jono Alderson is a digital strategist, marketing technologist and full-stack developer with over a decade of experience SEO, analytics, brand & campaign strategy, lead gen & eCRM, CRO and more. He’s worked with agencies, startups, and household brands to define, support and deliver successful growth strategies

Kerstin Reichert, TSB Bank

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Kerstin Reichert

Kerstin Reichert is the SEO Team Lead at TSB Bank where she is responsible for all things SEO. Being a Digital Marketer since 2009, she has gained tremendous experience working in a number of different countries, in-house as well as agency-side, consulting a wide range of clients from large brands to Startups, spanning across numerous industries. She loves sharing her passion and insights online as well as offline and has gained wide recognition during her ongoing contribution to LinkedIn’s e-learning platform LinkedIn Learning.