Link and Reputation Workshop

Dixon Jones, Receptional

Successful Site Architecture

Alan Perkins, SilverDisc Limited

Lunch Break

Keyword Research Workshop: Tracking & Analysis

Mike Grehan, Bruce Clay, Inc.

Search & Analytics Workshop: Using Analytics to Increase Search Effectiveness

Matt Bailey, SiteLogic

Link and Reputation Workshop

Link Building

Wednesday, October 24, 2007

Spaces Limited

8:00am-12:00pm

Searchers and engines alike are more likely to use and recommend your business if there are more third party sources recommending you in the correct context. This workshop looks at the misnomers of link building and brings the concept of link building away from search engine manipulation and back to sound marketing principals. The workshop will start with the ways in which you can build up an "audit" of a site's link structure and strategy, with a view to developing a coherent link and reputation development strategy that transcends search engines whilst remaining sympathetic to the way in which they aim to work.

This workshop is for PR professionals, brand managers and marketers responsible for building or managing online brands as well as in-house search marketers looking to avoid the pitfalls of link building from a search engine perspective.

You will be able to create more avenues for your business to get seen in the right place, at the right time on the Internet and have more confidence that your link building will not be detrimental other to areas of your business. You will also be able to quickly and visually relay the effects of link building to a non-internet savvy senior audience. You will leave armed with new tools and methods for building links and managing your reputation online.

• You will learn how links and reputation are inextricably connected
• You will understand the intrinsic value of a "link" and the difference between a link that potentially "penalizes" a search market effort from one that enhances a search marketing effort.
• You will have more ways to investigate and measure online link value and reputation
• You will learn how to go about creating a link building strategy which is unique to your business and brand values

Dixon Jones has been a speaker at SES conferences since 2002 and is the Managing Director of Receptional LTD which provides a tailored Internet Marketing consultancy for many organizations in the UK, having carried out tasks for groups as diverse as Nokia, Daily Mail Group and MoneyCorp. Receptional also works closely as a partner and advisors to Leisure Direction in the travel industry. Dixon Jones has talked internationally about the importance of online Link development for six years. Receptional formed in 1999 when a Large London property asked Dixon to look at why no serious prospects were looking at their website. Since then, one in three occupants in the large property in Mayfair found their temporary home via the Internet - clearly a dramatic turnaround. Dixon Jones is also a moderator on Webmasterworld, covering the Microsoft and the Tracking & Logging forums.

Successful Site Architecture Workshop

SEO Workshop

Wednesday, October 24, 2007

Spaces Limited

8:00am-12:00pm

A Web site's information architecture and technical architecture are critical to its success in natural search results - and are important elements of paid search success, too.
Topics covered will include

• Technical Architecture of your Web site
• Information Architecture of The Web As A Whole
• Information Architecture of Web Search Services
• Information Architecture of Your Web Site
• Information Architecture of Your Web Site Pages

We'll be looking at issues like:

• Dynamic URLs & Dynamic Content
• HTTP and HTML
• Redirects
• JavaScript
• CSS
• Frames
• Cookies
• 404 Handlers
• Linkage Problems
• robots.txt files and Robots Meta Tags
• Multiple languages, domains and sub-domains
• Canonicalisation and Normalisation
• Duplicate Content Issues
• Search Engine Spam and How To Avoid It

If you are responsible for any of the following then this workshop is for you:

• site hardware and software selection or maintenance
• site design or production
• site coding or maintenance
• search engine optimization

The site architecture is the foundation upon which all other elements of the site itself are built. Mistakes made at this stage can prove costly to fix later, and will seriously inhibit your chances of success in the meantime. Don't make those mistakes.

Alan Perkins heads the Search Marketing division at SilverDisc Limited, a company he co-founded in 1993, where he manages both organic SEO and paid-placement PPC strategies.
Alan has been working in the electronic marketing industry since 1990 and in Search Marketing since 1995.
Alan specializes in dynamic sites. He has written numerous articles in this area and has provided consultancy over many years to clients who need to overcome problems caused directly or indirectly by their dynamic sites.
In addition, Alan has developed a number of worldwide patents in search engine technology. He has also been a regular speaker at Search Engine Strategies since 2001, consistently achieving four-star rated sessions. He is also an administrator at the High Rankings Forum, a popular search marketing forum.

Keyword Research Training: Tracking & Analysis

Workshop

Wednesday, October 24, 2007

Spaces limited

1:00pm-5:00pm

Targeting the right keywords is the foundation stone of your search marketing strategy. Finding and targeting searchers to convert into potential customers depends on effective keyword research. In this 4-hour class, SEO expert Mike Grehan will walk you through the process of researching and developing effective keyword lists for SEO and pay-per-click campaigns. Analytics plays a key role in determining what works and what doesn't. Find out how to track and analyze the success of your campaigns.

This training is intended for marketers both in-house and at agencies that are moving into search.

After attending this workshop, you will be able to:

• Perform a detailed analysis to identify and target the most popular keywords for your business and understand the challenges of achieving top rankings.
• Obtain the most accurate information available about the popularity of your keywords and which are most likely to convert.
• Know where to place your keywords for maximum effect, and how to mix in additional search term modifiers that will let you leverage your targeted search terms for greater traffic.

• Background to paid advertising (PPC)
• How big is the market?
• PPC Basics
• Keyword brainstorming
• Keyword research tools and tips
• Keyword research and selection
• Approaches to bidding and position
• Writing winning ads
• Targeting and testing
• Expanding ad distribution
• Tracking users after they click
• Increasing conversion rates

Mike Grehan is Vice President, International Business Development, Bruce Clay, Inc. He's recognized as one of the foremost SEM experts and is the author of multiple books and white papers on the topic. His best-selling second edition of Search Engine Marketing: The essential best practice guide, received more plaudits than any other on the subject from the industry's leading players. In 2004, Mike was voted one of the UK's top 100 influential people in Internet marketing of the previous decade, in a poll of online marketer e-Consultancy's 22,000 UK members. Mike is a sought-after search engine marketing speaker, and his own newsletter has attracted over 17,000 subscribers. He played a key role as founding member and promoter of the global Search Marketing Association (SMA) movement and is currently VP SMA-UK. Mike also writes as an expert columnist for the ClickZ network.

Using Analytics to Increase Search Effectiveness

Search & Analytics Workshop

Wednesday, October 24, 2007

Spaces limited

1:00pm-5:00pm

Unless there is a goal for the site, there is no sense measuring anything.

• 70% of website owners and managers do not track anything beside 'hits' to their website.
• Most website managers want to track, but aren't sure what or how.

Analytics are a gold mine of information, just waiting to be uncovered. The results of your campaigns, effectiveness of the website, and the efficiency of your rankings can all be measured with a good analytics program.

Unfortunately, many site managers do not make changes to the website without prior measurement, nor do they measure after the changes. As a result, there are many changes to sites that are not based on facts, merely assumptions. Similarly, if changes are not analyzed, then there can be no clear understanding of whether or not improvements made a difference on the site or to the bottom line.

This workshop is for anyone who is responsible for a website or for reporting on website activity, success or failure. Site owners, marketers, managers and SEO firms wishing to add analytics to their services will all benefit from this instruction.

Rather than simply getting a checklist of "How-To's", you will learn the "Why?" Understanding the "Why" will enable you to ask the right questions in order to get the right answers in your analytics program.

Practical lessons include:

• Understanding the differences and common points among web analytics programs.
• Establishing common terminology.
• Establish Key Performance Indicators for your website.
• Establish a regular reporting program.
• Learn segmentation techniques for users, campaigns and keywords
• Establishing primary and secondary conversion rates and for your website.
• How to measure and report the important factors.
• How to report website success 'up the ladder.'

Matt Bailey is the president and founder of SiteLogic, a web marketing consulting firm. SiteLogic specializes in consulting and educating clients in analytics, usability, accessibility and effective web site marketing using search engines, viral techniques, and blogs.

Matt has been in the search marketing industry since 1996. As early as then, he was evaluating websites based on brand protection and ROI. Matt started speaking in the late 1990's at Bed and Breakfast seminars, teaching website marketing and search engine optimization.

For more than six years, Matt worked in development agencies, which enabled him to gain a complete view of the website process, starting from the hosting and architecture. Using this knowledge with his background in marketing, he brings a unique sense of perspective to the entire web marketing process.

A sought after speaker around the world, Matt is a regular speaker at the Search Engine Strategies Conferences, DMA (Direct Marketing Association) Conferences, and the American Advertising Federation. He is known for his fun, conversational style of presenting technical topics in an understandable and clear method.