SEO Hot Trends Happy Hour

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What are the need-to-know trends for SEO in 2019? Where is SEO headed in 2020 and beyond?

Join Catalyst as we explore these questions and more during our SEO Hot Trends Happy Hour.  We don’t have a crystal ball, but we do have some darn good ideas about what SEO changes you need to be paying attention to.  From voice search to visual search, and from analytics to personalization, our speakers will discuss what’s heating up SEO. Through an insightful presentation and panel discussion, you’ll learn how advertisers and agencies can maximize SEO performance today and position themselves for success tomorrow.

And, what’s a happy hour with some delicious food and drink? We’ll be keeping things hot hot hot with tasty treats and adult beverages.  This event is complimentary, but pre-registration is required.

WHEN: Thursday, March 28th from 6:30 pm – 8:30 pm

WHERE: Town Hall Space at 3WTC GroupM Office, 175 Greenwich Street, 15th Floor, New York, NY


6:30 – 7:00 pm: Check-in, apps & drinks

7:00 – 7:45 pm: Panel discussion

  • Staying On Top: SEO Trends You Can’t Ignore

Moderator: Kerry Curran, Managing Partner, Marketing Integration, Catalyst

Panelists: Tim Eschenauer, Head of SEO, mPlatform/GroupM, Frank Vitovitch, VP Professional Services, Botify & John Shehata, Vice President, Audience Growth, Condé Nast

What SEO trends do you need to be paying attention to? Join our panel of experts as they explore and debate the SEO trends that are shaping the future of search marketing. They’ll discuss what trends you should be monitoring and will share innovative and actionable ideas for how to leverage these trends to maximize business results. You’ll leave with insight into:

  • The Changing SEO Landscape: How are SERPs changing? What is the role of content today? How is Amazon disrupting SEO?
  • User Behavior: How are consumers using non-traditional search engines to find and discover products and services? How are voice search and visual search changing SEO and broadening the scope of SEO? What do these non-traditional engines mean for your organic search program?
  • Technology: How is machine learning and AI shaping SEO? How can advertisers take advantage of machine learning, AI, and technical SEO to maximize efficiency and automation within their SEO program?
  • Data: How can SEOs and marketers better leverage data to stay ahead of changing user behaviors, to ensure they’re driving growth and a better user experience?

7:45 – 8:15 pm: Presentation

  • Staying Ahead: SEO Tips for Testing, Data Analysis, & JavaScript Speaker: Paul Shapiro, Senior Partner & Head of SEO, Catalyst

How do you maximize SEO success in a rapidly changing digital landscape? In his presentation, Catalyst’s Paul Shapiro will discuss several ways to ensure ongoing success regardless of what changes or trends the future holds. Paul will discuss how to work with JavaScript, how to do effective testing, and how to use data analysis and insights to stay ahead of the game.

8:15 – 8:30 pm: Concluding remarks, more apps & drinks

Expert Speakers:

Paul Shapiro, Catalyst

Paul Shapiro, Partner, Senior Partner, Head of SEO, Catalyst

Paul Shapiro is a “technical marketer”, author, and regular speaker. Recognized as one of the world’s leading SEO experts, Paul is a regular contributor to Marketing Land and Search Engine Land, and has been featured in top publications like AdWeek,,, Business Insider, Search Engine Journal, Huffington Post, and Content Marketing Institute.

Paul is also the founder of TechSEO Boost, the world’s only digital marketing conference 100% dedicated to technical SEO and co-runs the /r/BigSEO community on Reddit.

Prior to his role as Director of Strategy and Innovation, Paul served as an Organic Search Director at Catalyst. In this role, Paul worked across a portfolio of 13 Fortune 500-level brands, driving their SEO strategy. Prior to Catalyst, Paul worked in SEO at Acronym in New York. Paul’s success and passion for technical SEO can be attributed to his interest in the interplay between programming and marketing. Paul is fluent in numerous programming languages.

Tim Eschenauer, GroupMTim Eschenauer, Head of SEO, US , GroupM/[m]Platform

Tim joined Mindshare in November 2014, and is now Head of SEO, US across all GroupM agencies, including Mindshare, WaveMaker and MediaCom. His primary responsibilities including driving operational excellence for over 50 SEO specialists, tools/technology and cross-channel integration with all Paid Media channels. Prior to his current role, Tim was the SEO Practice Lead for Mindshare, while overseeing SEO, Paid Search and Paid Social for PANDORA Jewelry and BlackRock. He also spent 3 years working on Jaguar Land Rover, where his team’s strategies have led to over 45% growth in organic search traffic and was recognized as a finalist for multiple industry awards in 2016 and 2017, such as the OMMAs, U.S. Search Awards and The Landy Awards. Tim as served as SEO Director in the US for Forevermark from November 2014-April 2017.

Prior to joining Mindshare, he led the SEO strategies for brands such as HBO, Avis Budget Group and Deutsche Bank at Isobar, part of the Dentsu Aegis Network.

 John Shehata, Vice President, Audience Growth, Condé Nast

John Shehata is Vice President of Audience Development Strategy at Condé Nast overseeing SEO, Social Media Strategy, Email Operations & Strategy and Organic Partnerships for 20 premium brands (Wired, Epicurious, Glamour, Vanity Fair, Vogue, The New Yorker, GQ, etc.). John has 17+ years of experience in the digital marketing space working with top national brands and fortune 500 companies.

Previously, John was the Executive Director of Search, Social Media at Disney ABC TV Group. Shehata lead SEO and social strategies for (ABC News, ABC TV, Oscars, and Disney Channels) and worked closely with all TV shows (GMA, Nightline, 20/20, World News, etc.).

In his long career focusing on editorial SEO and Social Strategy, John has trained many writers, bloggers, journalists and editors on Search Engine Optimization and Social Media and how to write news while keeping Search and Social channels top of mind.

Prior to Disney, Shehata was the director of SEO and Social Media for Advance Local. Shehata established and led the SEO and Social Media teams for all their digital brands (,,,, etc.) and trained all the news sites and newspapers edit teams (The Plain Dealer, The Star-Ledger, The Oregonian, etc) on best online search/social practices.

Shehata is recognized particularly for his SEO strategies for News and Technical SEO. He built multiple SEO products and has written several articles and continues to speak at conferences which focus on SEO and Social Media.

Kerry Curran, Managing Partner, Marketing Integration, Catalyst

Kerry Curran, Sr. Partner, Managing Director, Marketing Integration, Catalyst/GroupM, has over 18 years of experience in client services, business development, and digital marketing.  A passionate digital strategist, Kerry has driven business results through Search and Social channels across multiple industries for many Fortune 1000 clients including: P&G, American Express, Kraft, Assurant, Sears, Avon, Land Rover, Castrol, Lindt, Unilever, GE, TJX, Victoria’s Secret, Liberty Mutual, Goodyear, and BlackRock.

As the Sr. Partner, Managing Director, Marketing Integration, Kerry currently leads the business development and marketing for all Search and Social business within GroupM.

Kerry’s prior experience includes VP/Group Director at DigitasLBi, where she led a team of 28 Search Marketing practitioners to successfully manage client programs across eCommerce, lead generation, and brand engagement through the use of cross channel tactics including, programmatic display, paid search, SEO, affiliate marketing, and aggregator marketing.

As the GroupM Search & Social Director of Client Development, Kerry also led a team focused on developing consumer-centric, cross-channel strategies to increase customer engagement, and providing solutions to client business challenges through customized Search and Social strategies. Her experience includes developing enterprise search and social programs integrated with digital and traditional media plans as well as global search programs.

Frank Vitovitch, VP Professional Services, Botify

Frank Vitovitch, VP Professional Services, Botify





David Minchala, Head of SEO, Etsy

David Minchala, Head of SEO, Etsy





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