SES Search Engine Marketing (SEM/SEO) Training Workshops
| 7:00am-8:00am | Continental Breakfast | |
| 8:00am-12:00pm | Reaching Your Audience Through Blogs |
Mobile Marketing 101 |
| 12:00pm-1:00pm | Lunch Break | |
| 1:00pm-5:00pm | Link and Reputation Workshop |
Site Architecture Workshop |
These workshops provide the practices, applications, and hands-on exposure you need to become (and remain!) a top performer in your field. This in-depth training in a small class setting ensures that your instructor is accessible for informal one-on-one or small group discussions. Whether you are a consultant, site designer, website owner, or in-house marketing professional, this is an opportunity to experience firsthand the latest developments in search engine strategy. Regardless where you are in the SEO & SEM process, you will leave these intensive workshops with the necessary skills to improve your business results and take your search engine marketing to another level.
| Training type: | Search Engine Marketing Training |
| Time: | 8:00am-12:00pm |
| Instructor: | Jennifer Evans Laycock, Search Engine Guide |
| Description: | With more than 71 million blogs currently being tracked by Technorati, the opportunities for businesses to speak with their customers is nearly unlimited. That's why more and more companies are turning to the blogosphere to connect with consumers. Never before have businesses had such effective access to the frustrations and desires of their target audience. |
| Who should attend? | This workshop is for marketers and business owners that want to learn more about harnessing the power of blogs to build buzz about their business online. It will cover the use of both internal blogs and third party blogs as we explore what sparks conversation and passion in readers and how to leverage that conversation and passion for marketing purposes. |
| What will I learn? |
After attending this half-day workshop, you will have a solid understanding of concepts that are vital to reaching out to consumers via blogs including:
In this workshop, you will gain a better understanding of the concepts, ideas and implementations that are required to launch an internal blog or to market through third party blogs. You'll learn why so many companies are launching corporate blogs and how they are creatively using them to advance their brand and marketing campaigns. You'll also learn how to leverage other people's blogs to build your company's reputation, address criticism and introduce new products. The workshop will give real life examples of both good and bad blog campaigns as well are sharing insight on how your business can build their own blog style based on consumer feedback. During this workshop, you will learn:
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| About the instructor | Jennifer Evans 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, social media marketing and blogging. 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." 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. |
Mobile Marketing 101
| Training type: | Introduction to Mobile Marketing & Mobile SEO |
| Time: | 8:00am-12:00pm |
| Instructor: | Cindy Krum, Rank-Mobile |
| Description: | In this 4 hour training session, attendees will learn basic mobile marketing strategies that are attracting mobile traffic today. The session will focus on mobile SEO, but will also touch on driving traffic and conversions with mobile applications, text messaging and mobile email. You will learn what you need to know to develop, launch and track a mobile marketing strategy. Students are welcome to bring their laptops to this session. Wireless access will be provided. |
| Who should attend? | This program is intended for mobile and traditional SEO/SEM consultants, site designers, developers, in-house search engine marketing specialists, agency representatives and Internet consulting professionals who want to make the most of the opportunity search engines offer. |
| What will I learn? |
After attending this workshop, you will be able to:
What is Mobile Marketing & Mobile SEO?
What are the Tenants of a Good Mobile Marketing Strategy?
How do you Develop a Mobile SEO Strategy
How do you Develop a Text Messaging Strategy?
How do you Develop a Mobile Couponing & Email Strategy?
What is the Future for Mobile Marketing?
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| About the instructor | Cindy Krum is Founder and CEO of Rank-Mobile, LLC She brings fresh and creative ideas to her clients, speaking at national and international trade events about mobile web marketing, social network marketing and international SEO. Cindy also writes for industry publications, and has been published in Website Magazine, Advertising & Marketing Review, Search Engine Land, ODG Intelligence, and quoted by many respected publications including PC World, Internet Retailer, TechWorld, Direct Magazine and Search Marketing Standard. Cindy also currently serves as the co-chair of the SEMPO Emerging Technologies Mobile Web Task Force, and is an active member of the search community. Cindy is passionate about bringing creative online marketing solutions to clients, and working with clients to develop high level mobile and international marketing strategies. |
Link & Reputation Management
| Training type: | Link Building |
| Time: | 1:00pm-5:00pm |
| Instructor: | Dixon Jones, Receptional LTD |
| Description: | 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. |
| Who should attend? |
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. |
| What will I learn? |
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.
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| About the instructor | 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. |
Site Architecture Workshop
| Training type: | SEO Workshop |
| Time: | 1:00pm-5:00pm |
| Instructor: | Alan Perkins, SilverDisc Limited |
| Description: | 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. We'll be looking at issues like:
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| Description: (continued) |
Topics covered will include:
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| Who should attend? |
If you are responsible for any of the following then this workshop is for you:
In addition, if you are responsible for e-commerce, analytics or site promotion, then components of this workshop will be directly relevant to you and will broaden your knowledge and understanding. |
| What will I learn? |
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. This workshop will show you how to architect or re-architect a site to maximise its chances of success in natural (and paid!) search results. Learn principles that will always apply, and practices that solve your problems today. The techniques that you learn will all adhere strongly to industry best practices and the ultimate objective of building successful online businesses. |
| About the instructor | 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. Alan is an industry leading advocate of best practices in Search Marketing and believes both customers and suppliers need to assert their right to be treated fairly within the search marketing environment. He works directly with search engines to achieve this. |
