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Who should attend Search Engine Optimization
Organizations that currently have a Web site and want to maximize its potential; organizations wanting to begin or revamp their online marketing efforts.
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Search Engine Optimization  

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Seminar Summary:

When you join us for these two fast-paced days, you’ll learn about the different types of search engines and how to get your organization’s name to the top of the lists. (see full course description)

 
 

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Training Course Syllabus:


Program Description

What Good Is It To Have An Outstanding Web Site If Nobody Can Find It?

Effective search engine marketing (SEM) and search engine optimization (SEO) are critical parts of the marketing mix in today’s highly interactive world. But for many marketers, SEO (organic search) along with pay-per-click (PPC) search engine marketing are at best confusing and, at worst, a mysterious new language.

Which is Why You Can’t Afford to Miss This Intensive Two-Day Workshop
By using the plain-English search marketing strategies you’ll learn at this exclusive training event, you can maximize the exposure of your Web site and turn it into a profitable revenue vehicle that will help you generate more sales and acquire new customers. Designed for marketing and IT pros alike, this user-friendly, step-by-step workshop is engaging, eye-opening, and most of all, guaranteed to work wonders on both your organic SEO efforts and your pay-per-click search campaigns.

Learn From Legendary Search Engine Expert … Kevin Lee!
You’ll learn directly from industry insider and expert Kevin Lee, one of the leading authorities in the nation on search engine optimization. Kevin has a track record of SEM success that makes marketers envious, and the technological know-how to talk search engine optimization with the best IT minds in the field. So no matter what side of the e-marketing equation you fall on, Kevin can – and will – speak your language! Take advantage of this rare opportunity to learn firsthand from this extraordinary search engine marketing guru.

You Will Discover the Very Latest Proven Search Engine Marketing Techniques – and Dramatically Increase Your Web Presence
When you join us for these two fast-paced days, you’ll learn about the different types of search engines and how to get your organization’s name to the top of the lists. You’ll discover how to make SEM part of an ongoing and successful marketing plan … the benefits and drawbacks of outsourcing vs. doing it in-house … the costs involved in SEM and how much your company should be spending, and much, much more.

Master the Keys to Search Engine Optimization – In Just 2 Days
When you think about the nearly unlimited reach your web site can have, why risk losing customers and profit by learning SEM by trial and error? In just two insightful days, you’ll master the optimization tips and techniques you need to dramatically increase the visibility of your company’s Web site on the Internet – and send your sales soaring!

Attend this Intensive Two-Day Course and You’ll Learn How to …

  • How to cut through the confusion of SEM, SEO and PPC terminology
  • About the different types of search engines – and how they work
  • How search engine marketing can boost your overall marketing efforts
  • How to get started, manage and improve search results
  • How to interpret SEM results using various measuring tools
  • All about keyword research and management
  • The do’s and don’ts of Web site structure to maximize your SEO effectiveness
  • How to adjust your organic and paid marketing strategies based on results
  • How to profit from real-time PPC search auctions
  • About the future of SEO and how you can stay ahead of your competition

Who'll Be There

  • Marketing managers, executives and business owners

  • Consumer marketers and business to business marketers

  • Sales professionals

  • Graphic design and creative professionals

  • Public relations professionals

  • IT and IS professionals

  • Organizations that currently have a Web site and want to maximize its potential

  • Organizations wanting to begin or revamp their online marketing efforts

  • Professionals who want to get up-to-speed quickly on this rapidly evolving topic

It’s not an overstatement to say that the skills you’ll learn during this workshop can double … triple … even quadruple the hits, sales and profits on your Web site! But it won’t happen by itself … YOU need to make the decision to join us at this exclusive workshop.

Conference Agenda

I. Introduction to Search Engine Marketing
  • Search engine marketing and the new marketing mix
  • Why search engine marketing is important for all businesses
  • Understanding SEM, SEO and PPC terminology
  • How search engines work
  • What you really need to know about search algorithms
  • Spiders and crawlers and what they look for
  • The different types of search engines available
  • Learn about the Open Directory Project

II. SEM – The Big Picture

  • How should SEM be a part of our marketing mix?
  • The unique opportunities in search
  • Selling search engine marketing to management
  • Comparative costs of marketing using SEO and PPC
  • Do we go it alone or outsource?
  • Industry trends and the future of search marketing

III. Developing a Search Engine Marketing Plan

  • Which search engines are right for me?
  • Selecting the right keywords
  • Search and the buying cycle
  • Do I use organic and paid search? Or both?
  • Affiliate marketing and search
  • 10 things not to do in organic search
  • Legal issues: Trademarks, copyrights and click fraud
  • What does our IT department need to do?


IV. B2B vs. B2C: Strategic and Tactical Issues

  • B2B and B2C buying cycles and search
  • The decision-making process for B2B search
  • Ambiguous keywords and unclear search terms
  • B2B and B2C creative strategies and how they differ
  • Channel conflict for B2B and B2C search
  • Seasonality of B2B and B2C search inventory

V. Improving Your Organic SEO Efforts

  • How to measure results – the right way
  • Getting ranked higher to improve ROI
  • Keyword use within your site and “anchor” page links
  • Tips for adjusting your strategies based on results
  • Know the dangers of dynamic links and URL structure
  • Tricks that can backfire – what not to do
  • Content is king – build your Web site to maximize SEO results
  • What you need to know about meta tags and title tags

VI. Maximize the Effectiveness and Efficiency of Your Paid Search

  • Budgeting and planning
  • Finding high-profit PPC opportunities
  • 10 things not to do in paid search
  • Paid search success metrics and integrated campaigns
  • Right bid, right time, right engine, right keyword
  • Closing the loop, data, action
  • What is contextual inventory, and do I need it?
  • Tips to turn visitors in to customers

VII. Take Your SEO and PPC to the Next Level

  • Organic site clinic – evaluation of actual Web sites to help you identify SEO opportunities
  • PPC clinic – evaluation of actual PPC campaigns to maximize profit potential
  • Niche search engines – are they right for me?
  • Vertical and local search – leveraging the power of targeted marketing
  • Resources to assist you with SEO that will allow you to stay up-to-date on the latest trends
  • How to stay ahead of your competition

Seminar Summary:

When you join us for these two fast-paced days, you’ll learn about the different types of search engines and how to get your organization’s name to the top of the lists. (see full course description)

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