Continental Breakfast

Search Engine Optimization Workshop

Shari Thurow, Omni Marketing Interactive

SOLD OUT

Link Building Tactics, Tools & Techniques

Debra O. Mastaler, Alliance-Link.com

ONLY A FEW SEATS LEFT

Search & Analytics Workshop: Using Analytics to Increase Search Effectiveness

Matt Bailey, SiteLogic

ONLY A FEW SEATS LEFT

Lunch Break

Tech Pitfalls That Will Derail Your SEO

Sage Lewis, SageRock.com

ONLY A FEW SEATS LEFT

Viral Marketing & Link Baiting

Jennifer Laycock, Search Engine Guide

ONLY A FEW SEATS LEFT

Making Pay Per Click Pay - Best Practices in Pay Per Click Advertising

Christine Churchill, KeyRelevance
Jim Gilbert, KeyRelevance

SOLD OUT

Search Engine Optimization (SEO) Workshop

SEO Training

Friday, August 24, 2007

Spaces Limited

8:00am-12:00pm

A search-engine friendly Web site is a user-friendly, search-friendly, and persuasive site that converts visitors into buyers.

In order for a site to be search-engine friendly, it must meet the terms and conditions set forth by the search engines (Google, Yahoo, MSN Search, Ask, etc.) Additionally, the site must satisfy the needs of site visitors. Ultimately, the site must be profitable for the Web site owner. Can a single site satisfy all of these groups?

This presentation will how these skills are essential for building a user-friendly, search-friendly, and persuasive site that converts visitors into buyers.

Everyone who promotes Web sites as part of their work should attend these workshops! Web marketers should understand all parts of a search marketing campaign - optimization, shopping search, paid inclusion, and pay-per-click solutions.

For new and experienced marketers
Whether you are a new marketer or a seasoned veteran, our search engine marketing workshops will help you take your campaigns to the next level of effectiveness.

For new and experienced web designers
Minimize advertising expenses by creating search-friendly and cost-effective site designs. Learn how to avoid common pitfalls early in the design process.

Attendees come from many different industries, including:

• Web site designers and developers
• eCommerce
• Business development
• Web site usability
• Direct marketing
• Media buying
• Affiliates
• Public relations
• Web analysts
• Sales and marketing consultants
• Non-profit agencies
• Or any job that requires site development and promotion.

Many search engine marketing speakers are new to the industry or merely repeat information disseminated by more experienced professionals. Why learn search-friendly design from speakers who do not design for a living? Learn from the leading industry expert on search-friendly and user-friendly interfaces in the field of search engine marketing industry.

• Build a Web site that satisfies your both site's visitors AND the search engines
• Design dos and don'ts
• Successful Web site information architecture - learn what search engine marketers don't know
• Avoid costly copywriting and design mistakes
• Link development research: tips and tools
• Learn proven techniques and strategies for long-term results

Understanding search engines
8:00-8:50am

• The major search engines and how they work
• Anatomy of search engine results pages (SERPs)
• Types of search engine marketing
• Questions and answers

Break
8:50am-9:00am

Search engine optimization (SEO) process
9:00am-9:50am

• Defining the full SEO process:
• Keyword analysis
• Site optimization
• Submission
• Monitoring - managing expectations
• Web positioning vs. Web analytics software
• Questions and answers

Break
9:50am-10:00am

SEO Process - Site architecture and page design
10:00am-10:50am

• Site architecture vs. page design (interface)
• Why architecture and design are important for search engine visibility
• Components of an optimized site:
  • Site navigation schemes
  • Other types of page links
  • Types of Web pages and how to optimize them
  • Web address
• Questions and answers

Break
10:50am-11:00am

SEO Process - Link development
11:00am - 11:50am

• What is popularity?
• Why link development is important for search engine visibility
• Characteristics of effective link development
• Competitive link development strategies
• Submission guidelines
• Questions and answers

Shari Thurow is Founder and SEO of Omni Marketing Interactive. She has been designing and promoting web sites since 1995, and is outsourced to many firms throughout the U.S. The firm currently has a 100 percent success rate for getting client sites ranked at the top of search engine and directory queries.

Acknowledged as the leading expert on search engine friendly Web sites worldwide, Shari is the author of the top-selling marketing book, Search Engine Visibility (www.searchenginesbook.com). The book teaches Web developers how to build a site, from concept through promotion, that pleases both site visitors and the search engines. She also writes a bimonthly search-engine marketing column for Clickz.com.

Link Building Tactics, Tools & Techniques

Link Building Workshop

Friday, August 24, 2007

Spaces Limited

8:00am-12:00pm

Need links? In order to rank well and successfully promote your online business, you need an effective link building program as part of your over-all SEO strategy.

This link building workshop will help you understand and manage your link building campaigns by providing you with the knowledge to create a proven, practical and creative link marketing campaigns. You'll walk away understanding why you need certain links, how to find them, and how to effectively use links to promote your brand and your search engines rankings.

This workshop is for anyone responsible for website promotion... SEO's, SEM's, bloggers, web designers, and/or business owners. This workshop will provide information on the most successful and current link building "tips and tricks" out there.

After attending this workshop, you will be able to:

• Understand why search engines value links and
• How link popularity and Page Rank works
• Weather shifts in the search engine algorithms
• Learn which linking schemes the search engines frown on and
• Which linking tactics provide the most relevant one-way links
• Learn how to attract links through content generation and
• how to Use the new social media sites to gather links
• Leave with clear link building methodologies and online resources to help you in your future marketing endeavors.

Why Links are valuable

• Definitions and concepts
• Why the search engines value them
• Page Rank facts and fiction
• Latent Semantic Indexing (LSI), Trust Rank and other link analysis papers

Engine Buzz

• What they're saying and how to use it

Link Spam and What To Avoid

How to Conduct a Link Analysis

• What to look for
• Free and paid tools to help
• Finding those authority sites

Optimizing Your Internal Links

Linking Tactics

• Reclaiming Links
• Competitive Linking
• Understanding RSS
• Authority Linking
• Finding authority sites
• Becoming one
• Content Generation
• Using Blogs and Wiki's
• Writing articles
• Directories & DMOZ
• Reciprocals
• Working the Media/Press Releases
• Trust Links
• Social Networking Sites
• Digg, Delicious
• The Answer Sites, Etc.

Paid Links

• Text ads
• Hosted content

Debra O'Neil-Mastaler is President of Alliance-Link, an interactive marketing agency based in Williamsburg Virginia and focused on providing custom link building campaigns and link training.

In business since 2000, Debra offers a common sense approach to link building by combining traditional sales and promotional strategies with effective online search engine marketing tactics.

In addition to client projects and link training for Fortune 500 companies as well as a number of top SEO firms in the USA, UK and Canada, Debra is a featured guest speaker at the Search Engine Strategies Conference, has been a session presenter at the High Ranking Seminars, guest blogs on Search Engine Land and frequently contributes articles and interviews to many SEO/SEM related websites

Ms. Mastaler holds a B.A. in Business Administration/Marketing and worked for over 15 years as a Sales and Promotions manager for a Fortune 50 company prior to starting her own marketing firm. In addition, she has written widely on search engine marketing for publications including her link building blog The Link Spiel.

In October 2005 Debra was elected to the Board of Directors of the Search Engine Marketing Association of North America as Secretary/Treasurer where she served until August 2006.

Using Analytics to Increase Search Effectiveness

Search & Analytics Workshop

Friday, August 24, 2007

Spaces limited

8:00am-12:00pm

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.

Tech Pitfalls That Will Derail Your SEO

Web server technology overview from a search engine perspective

Friday, August 24, 2007

Spaces limited

1:00pm-5:00pm

There are technological basics that can have big effect on how your site does in the search engine listings. Learn what a search engine looks for and how to optimize your site technologically.

Topics covered, will include:

• 301 redirects versus 302 redirects... what the differences are and when to use one or the other
• Canonical URL issues in regards to the www and non-www versions of a web site
• Dealing with multiple domains in a way that's best for search engines
• robots.txt files... what it's for and when and how to use it
• .htaccess files... how to update them in regards to 301 redirects and canonical urls
• Dynamic urls... how the search engines view them and what you can do to optimize your dynamic web site

This workshop is for Web site administrators who will learn search engine basics at a server level. Site owners will learn common mistakes that are made on the server that may be significantly hurting the search engines' access to your site.

Sites of all sizes and sophistication make fundamental seo mistakes when it comes to server implementation. If you haven't consciously implemented a strategy from a search engine perspective at the server level you likely are making errors that are hurting your search engine rankings.

Sage Lewis started his online marketing company, SageRock.com, in 1999 during a time when most Internet companies were failing. SageRock, however, has thrived under Lewis' direction -- growing an average of 30% every year, while also being recognized as one of the top ten search engine optimization firms in the U.S. by a third-party resource in the industry, Marketing Sherpa.

Regarded as a web marketing expert, Lewis speaks regularly to business organizations like NEOSA and COSE, serves as a resource for press about industry trends, teaches a recurring class on search engine optimization at Cleveland State University and is also a founding member of ClevelandSEO.com - an organization dedicated to highlighting the world-class search engine marketing talent we have in Northeastern Ohio.

He also hosts a daily web marketing show at: www.webmarketingwatch.com. These 4-7 minute how-to shows are geared to help the average marketer make better use of all the web marketing tools available.

Lewis has created a unique company culture that values the individual employee and client, and he has built SageRock around one principle, "The concern, respect and empathy for the individual people we come in contact with at SageRock is our single core value."

Viral Marketing & Link Baiting

Viral Marketing Workshop

Friday, August 24, 2007

Spaces limited

1:00pm-5:00pm

In this workshop, you will gain a better understanding of the concepts, ideas and implementations that are required to launch a viral marketing or link baiting campaign. You'll learn why the Internet has created a unique environment that allows for rapid, inexpensive word of mouth marketing and how you can harness that environment to promote your own products and services.

The workshop will give real life examples of both good and bad viral marketing campaigns as well are sharing insight on how your business can capitalize on your competitor's viral disasters. This workshop will also focus on how you can make use of consumer generated media environments like social media outlets, blog marketing, discussion forums and more to both monitor and expand your company's online persona.

Consumer generated media (the very core of viral marketing) is the fastest growing form of media online today. It's only a matter of time until someone online talks about your business. This course will not only help prepare you in the ways to respond to the conversation, it will help you learn how to shape that conversation to your advantage.

This workshop is for marketers and business owners that want to learn more about harnessing the power of viral marketing to build buzz about their business online. It also covers the topic of link baiting and explains how unique and creative content development can help launch both viral and link baiting campaigns.

After attending this half-day workshop, you will have a solid base level understanding of concepts that are vital to viral marketing and link baiting including:

• Why viral marketing is such a cost-effective endeavor
• How to Take Advantage of Competitor's Viral Missteps
• Creating the Ideas That Market Themselves
• The Dangers of Viral Marketing Gone Bad
• The Impact of Social Media and Consumer Generated Media
• The Importance of Managing Your Online Reputation
• Tracking the Impact of Viral Marketing or Link Baiting Campaigns

During this workshop, you will learn:

• How the growth of consumer generated media on the Internet has created the idea environment for rapid word of mouth marketing.
• What defines a good viral marketing campaign
• How (and where) to plant the seeds of a viral marketing or link baiting campaign so that it begins to spread on it's own
• What products and services are available to help start and manage the buzz
• How to identify the ideal target audience for your campaign
• How to take advantage of blogs and other forms of consumer generated media to generate positive buzz about your company

Jennifer Laycock is the Editor-in-Chief of Search Engine Guide, an online publication aimed at educating Small Business owners about search engine marketing, viral marketing and online reputation management. Jennifer also operates as an independent online marketing consultant specializing in organic search marketing and viral marketing. Her clients have included companies like Verizon, American Greetings, Highlights for Children and Option-Line, a national crisis-pregnancy hotline. She is also the author of the popular e-books "The Small Business Guide to Search Engine Marketing" and "Zero Dollars, a Little Talent and Thirty Days."

Known for her down-to-earth style of teaching and a special focus on educating small business owners, Jennifer focuses on inspiring companies with new ideas without leaving their heads spinning with techno-talk.

Jennifer is a requested speaker and has served as both a panelist and a moderator at Incisive Media's popular Search Engine Strategies conferences, the eComXpo virtual trade show, Microsoft's Small Business Summit and several local search marketing training seminars. In 2005, Jennifer delivered the keynote presentation at the MIVA Small Business Conference. She has also been interviewed and quoted by a variety of publications including The Financial Times, USA Today, The San Francisco Chronicle, The Wall Street Journal, The Washington Post and Entrepreneur magazine.

Making Pay Per Click Pay - Best Practices in Pay Per Click Advertising

Paid Search Training

Friday, August 24, 2007

Spaces limited

1:00pm-5:00pm

Paid Search is one of the fastest and most effective ways to gain a presence on the search engines. Done incorrectly it can also be one of the costliest. There are many diverse components to a pay per click campaign, but all have to work together to achieve the best return. This comprehensive training program will familiarize attendees with a multitude of paid advertising subjects. The course covers material for both the beginner and experienced advertiser. Attendees will learn about the paid search landscape - the players and the many paid search advertising options available. The course also covers the steps involved in setting up and optimizing a paid campaign to ensure every click counts.

This interactive training provides best practices on how to select and evaluate keywords, tips on writing effective ads and optimizing landing pages, and in addition will show you how to establish an overall PPC strategy for bidding and budgeting for campaigns. This training includes guidance on structuring your PPC campaigns for easy maintenance and best returns.

Is your company budget conscious? We'll show you ways to stretch your click dollars and alert you to budget disasters. We include a segment on analytics that show you easy ways to monitor performance and capture the information detail you need to make good marketing decisions.

Anyone involved with marketing and sending traffic and leads to a website will likely benefit from this training workshop. Marketing Directors, search professionals, Internet consultants, CEOs, Advertising Executives, Media Directors, Product Managers, Creative Directors, Webmasters, as well as business owners who want to learn more about paid advertising. Search managers will gain new insight and ideas on how to improve campaigns they manage.

This is a comprehensive training session that includes real-world information for users and managers. The practical advice and best practices taught in the session will help attendees run more efficient campaigns with higher returns.

Attendees will:

• Enhance their knowledge base about paid search and its many options
• Understand the components of a good paid advertising strategy
• Learn proven techniques to select and evaluate keywords that produce results
• Acquire tips on developing effective ads and landing pages that convert visitors to buyers
• Discover ways to measure paid search performance and learn techniques to optimize campaigns
• Gain new insights into bidding strategies and campaign management
• Increase their skills and comfort level working in the paid search field

PPC Agenda:

• Introduction to Paid Search Advertising
• The Search Landscape
• Major Players and programs
• Comparison of Paid and Organic
• Benefits and Uses of Paid Search
• Marketing Mix
• Comparison of three big players - Google, Yahoo, MSN
• Keyword Research for PPC
• Brainstorming Keywords
• How to Expand Keyword Lists
• Evaluating Keywords
• How to "bucket" keywords
• Matching Options
• Negative Keywords
• Keyword Tools
• Keyword Strategies
• Tips on Developing Effective Ads
• Editorial Guidelines
• Best Practices
• Insider Copywriting Tips
• Testing Ads
• Landing Page Optimization
• Components of a good landing page
• Conversion Tips
• Quality Score Factor
• Testing methods
• A/B Split and Multivariate
• Testing software
• Bidding and Campaign Management Strategy
• Management Tools
• Tips to simplify management and increase effectiveness
• Bidding Strategies
• For Position
• For ROI
• Dayparting
• Geo Targeting Options
• IP Targeting
• Geo Keywords
• Pitfalls and Tips
• Budgeting and Forecasting
• Traffic Estimating
• Click Through Rate
• Expected spends
• Campaign Management Strategies
• Optimization Techniques
• Tools Available
• Conversion Analysis
• Identifying Metrics
• Tracking Methods
• Methods to improve conversion
• Ways to find the weak link in the conversion chain
• Tools Available
• Reporting
• What to track
• Tools for tracking
• Reports
• Ad Types and Networks
• Search Ads
• Text Ads
• Contextual Ads
• Local and Geo targeted Ads
• Graphic, Video, Mobile Ads
• Niche and vertical networks
• Quality Score
• What it is and how it works
• Tips to optimize campaign to improve Quality Score
• Minimum Bid Price
• Ad Position
• Troubleshooting Accounts
• Common Problems
• Diagnostic Tools
• Second and Third Tier Engines
• The players
• Different Programs
• Pros and Cons
• Click Fraud
• Symptoms of fraudulent activity
• What to do when you suspect fraud
• Legal Issues Related to Paid Search
• Trademarks
• Legal concerns
• Future Trends in Paid Advertising
• Resources

Christine Churchill the President of KeyRelevance, is a recognized expert in the field of Search Engine Marketing. She is a strong advocate for ethical search engine marketing, and was a member of the founding Board of Directors of the Search Engine Marketing Professional Organization (SEMPO).

Christine currently serves as the Chairman of the Dallas-Fort Worth Search Engine Marketing Association (DFWSEM). Ms. Churchill holds a Masters Degree in Business and has over 10 years online marketing experience.

Christine is a regular speaker at Search Engine Strategies, Webmaster World Publishers Conference, High Rankings Seminars, Internet World, and other Internet conferences. In addition, she has written widely on search engine marketing for publications including SearchDay, MarketPosition, Workz, SitePoint, SearchEngineGuide, and NetMechanic, and has taught search marketing classes through the International Association of Webmasters.

In addition to running KeyRelevance, Christine is the Search Engine Friendly Design and Usability Moderator and the Pay Per Click Moderator on the High Rankings Search Engine Optimization Forum.

Jim Gilbert, the Vice President of KeyRelevance. He is a Google Certified PPC Professional and an experienced paid search manager. His background in mathematics and statistics make him an excellent choice for conversion analysis reporting so vital in running a profitable pay per click campaign.

Jim has performed search engine marketing since the inception of public access Internet (the World Wide Web) in the early 90s. Before his involvement with the Internet, Jim spent twelve years providing analysis support in statistics, simulation and numerical analysis for several large companies including Sabre and EDS.