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Who should attend Search Engine Marketing
Marketing professionals at all levels, Managers, executives and business owners, Consumer marketers and business-to-business marketers, IT and IS professionals, Web designers, Sales professionals, Graphic design and creative professionals, Public relations professionals, 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 Marketing  

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Marketing professionals at all levels, Managers, executives and business owners, Consumer marketers and business-to-business marketers, IT and IS professionals, Web designers, Sales professionals, Graphic design and creative professionals, Public relations professionals, 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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Seminar Summary:

Your Guide To Understanding & Using Search Engine Optimization and Pay-Per-Click Techniques To Maximize Your Web Presence (see full course description)

 
 

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Training Course Syllabus:


Program Description:



Search engine marketing (SEM) and search engine optimization (SEO) are
essential components of your marketing mix in today’s interactive world — and
the fastest way to get your company’s Web site noticed in an increasingly
crowded online marketplace.


That’s why we created this fast-paced, easy-to-understand search engine
marketing clinic for busy professionals just like you. This powerful workshop is
a crash course that will not only make you fluent in “Search Engine”-speak, but
will allow you to maximize the exposure of your Web site and make it a bigger
and more profitable piece of your total marketing mix.



 


What You´ll Learn:




  • Maximize your site for different search engines

  • Understand the difference between organic and paid searches and what it
    means to you

  • Select the right keywords and page links to get your pages seen

  • Interpret your results and numbers accurately to make better business
    decisions

  • Understand the critical differences between B2B and B2C search engine
    marketing

  • Use organic and paid searches together to outsmart your competition

  • Get ranked higher on search engines

  • Use the Open Directory Project to your advantage

  • Identify the costs involved in SEM and how much you should really be
    spending

  • Set up proper site architecture that won’t sabotage your online marketing
    efforts

  • Determine if affiliate marketing will work for you

  • Answer the age-old question: In-house or use a consultant?

  • Measure and monitor results

  • And more!



Who Should Attend?


 



  • Marketing professionals at all levels

  • Managers, executives and business owners

  • Consumer marketers and business-to- business marketers

  • IT and IS professionals

  • Web designers

  • Sales professionals

  • Graphic design and creative professionals

  • Public relations professionals

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

  • Organizations wanting to begin or revamp their online marketing efforts


 



Workshop Agenda:


Search Engines 101: An Introduction to Search Engine Marketing



  • Why search marketing is important for any organization

  • How search engine marketing is a critical part of the new marketing mix

  • Understanding the terminology — SEO, SEM, PPC and more

  • Learn about the different types of search engines available to you

  • Learn how search engines work — search algorithms and more

  • What are spiders and crawlers — and what do they look for

  • Find out about the Open Directory Project


Integrating SEM Into Your Overall Marketing Plan



  • Learn about the unique opportunities search marketing provides

  • Find out how to incorporate SEM into your marketing mix

  • Understand the costs of using SEO and PPC

  • Determine what you can handle in-house and what you should outsource

  • Get the latest on industry trends and the future of search marketing


Creating Effective SEM Plans



  • Should you use organic or paid search? Or both?

  • Tips for selecting the right keywords — and search engines

  • Understand the relationship between search and the buying cycle

  • Learn about affiliate marketing and search

  • Know the legal issues involving trademarks, copyrights and click fraud

  • Is your IT department prepared?


The Difference in B2B and B2C Search Marketing



  • Understand B2B and B2C buying cycles to maximize results

  • What you should do about ambiguous keywords and unclear search terms

  • The difference in B2B and B2C creative strategies

  • Channel conflict for B2B and B2C search

  • Seasonality of B2B and B2C search inventory

     


“Growing” Your Organic Search Success Rate



  • Effective tips and techniques on how to get ranked higher in organic
    search

  • Learn the importance of keyword use within your site and “anchor” page
    links

  • Understand the dangers of dynamic links and URL structure

  • Search engines are getting smarter — tricks that can backfire

  • Content is king — building your Web site to maximize SEO results

  • Must know information about meta tags and title tags

  • Measure results so you can adjust your marketing strategies


Getting the Most Bang for Your Buck With Paid Search



  • Techniques to effectively budget and plan — and maximize ROI

  • How to find high-profit PPC opportunities

  • Paid search success metrics and integrated campaigns

  • Right bid, right time, right engine, right keyword

  • Learn what contextual inventory is and if you need it

  • How you can turn visitors in to customers


SEO and PPC — Taking It to the Next Level



  • SEO clinic — evaluation of actual Web sites to help identify opportunities
    for immediate improvement

  • PPC clinic — evaluation of actual PPC campaigns

  • Leverage the power of targeted marketing by using vertical and local
    search

  • Learn about resources that will help you stay up-to-date on the latest
    trends

  • What you need to know to stay ahead of your competition


Seminar Summary:

Your Guide To Understanding & Using Search Engine Optimization and Pay-Per-Click Techniques To Maximize Your Web Presence (see full course description)

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