SES Search Engine Marketing (SEM/SEO) Training Workshops
| 7:30am-8:00am | Continental Breakfast | ||
| 8:00am-12:00pm | Search Engine Marketing Metrics & Myths | How to Create a Successful In-House SEO Program -Sold Out- |
Making Pay Per Click Pay - Best Practices in Pay Per Click Advertising -Sold Out- |
| 12:00pm-1:00pm | Lunch Break | ||
| 1:00pm-5:00pm | Landing Page Testing Crash Course | Corporate Blog Strategies: Blog Your Way To Success | Search Engine Optimization (SEO) Workshop -Sold Out- |
| 8:00pm-midnight | Special Event: IM Charity Party at SES NY | ||
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: | Adam Goldberg, ClearSaleing |
| Description: | The metrics that marketers are using today to make decisions regarding how their budgets are allocated to online advertising vehicles are flawed. If you do not understand how metrics can produce false positives, you can be led into believing you are making smart decisions, while the reality is that your decisions are completely wrong. |
| Who is this workshop for? | This workshop is for anyone that has the responsibility of deciding how and where to allocate their marketing budget towards online advertising vehicles, most notably paid search, banners, comparison shopping engines, and affiliates. |
| What will I learn? |
At the end of this training, each participant will have a clear understanding of how to properly assess online advertising performance.
The bullet points above will provide each participant with new insight into how to assess their ad campaigns more accurately. This information will make each participant a better marketer and will give them a competitive advantage over their peers and companies that compete in their space. |
| Agenda |
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| About the Instructor | Adam Goldberg is an ex-Google Insider who started Google's Inside Sales team in NYC in 2003. His team was responsible for selling AdWords and other Google products to small to medium sized businesses, and managing and optimizing their campaigns. While at Google, Adam learned about the overwhelming challenges that advertisers face in terms of managing, analyzing, and optimizing their online ad campaigns. Adam realized that technology could solve a lot of the challenges online marketers had to deal with. Adam put together several technical solutions that Google could offer to help their clients. Unfortunately, several of his ideas were unable to be executed upon by Google. Therefore, he looked outside Google's walls to see if his ideas had enough merit to start a business of his own. In 2006, he left Google to start ClearSaleing. Adam, along with his partners, raised several million dollars and developed a technology that is used by several Fortune 500 companies, as well as over a dozen members of the Internet Retailer 500. This technology is based on a unique methodology he developed to best assess online advertising performance, so that marketers can properly allocate their limited ad dollars. ClearSaleing, in addition to being an advertising analytics provider, is also a full-service interactive agency that manages campaigns for several Fortune 500 and Internet Retailer 500 companies, such as American Greetings, BMW, and Nationwide. Prior to working for Google, Adam lived in San Francisco where he was the Eastern Region Sales Manager for Actuate Corp, the leader in Enterprise Reporting and Performance Management applications and, prior to that, Adam was a Major Account Executive with Oracle Corp. in Redwood Shores, California. |
How to Create a Successful In-house SEO Program
| Training type: | In-house SEO Training |
| Time: | 8:00am-12:00pm |
| Instructor: | Jessica Bowman, SEOinhouse.com |
| Description: | Part workshop, part training, this session allows you to create a game plan for what you need to be doing in your in-house SEO program, right now, to make SEO top of mind, high on the priority list and get your SEO changes live on the site. |
| Who should attend? | Companies who want to start in-house SEO Companies experiencing challenges implementing SEO in-house |
| Benefits | You have a list of things you want to implement on your website; now it's time to learn what you need to create a successful in-house SEO program and get your changes through the system and live on the site. As you are guided through real life scenarios and candid examples of what worked and what didn't, you'll identify a very clear and tailored list of actions you need to take to get your in-house SEO program into high gear whether you are just starting out or have an existing program that is experiencing challenges getting involved in what's happening online. |
| What will I learn? |
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| About the Instructor | Jessica Bowman, a former in-house SEO at Yahoo! Inc., Enterprise Rent-A-Car and Business.com, is a leading advocate for in-house SEO, founder of SEOinhouse.com, and an SEO consultant who will equip you with realistic, actionable advice that will get you moving further, faster. Her candid style gives you the insight you need, recommendations you can act on, ideas that get you thinking in new ways and the ammunition you need to get SEO top of mind, high on the priority list and driving more revenue. Her in-house SEO experience foretells the politics and roadblocks associated with SEO, whether it's in-house or outsourced, so that you can pave the way for a smooth SEO program. |
Making Pay Per Click Pay - Best Practices in Pay Per Click Advertising
| Training type: | Paid Search Training |
| Time: | 8:00am-12:00pm |
| Instructor: | Christine Churchill, KeyRelevance |
| Description: | 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. |
| Description: (continued) | 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. This half day training session provides practical real-world solutions and techniques to help you get the most from your paid advertising. |
| Who is this workshop for? | 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. |
| Benefits | 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:
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| What will I learn? |
PPC Agenda:
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| About the Instructor | Christine Churchill, 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. |
Landing Page Testing Crash Course
| Training type: | Landing Page Optimization and Testing Training |
| Time: | 1:00pm-5:00pm |
| Instructor: | Tim Ash, SiteTuners |
| Description: | Changes in landing page efficiency can dramatically improve the profitability of your online marketing programs. This fast-paced and practical hands-on training will provide you with a crash course in landing page optimization and testing. It will also allow you to develop a personal action plan that is tailored to your specific business. All participants will receive an autographed copy of Tim Ash's bestselling book Landing Page Optimization: The Definitive Guide To Testing & Tuning For Conversions. |
| Description: (continued) | Short lecture segments will alternate with practical hands-on work. Participants will complete structured exercises to apply each module to their situation. Participant landing pages will be reviewed and critiqued live. |
| Who is this workshop for? | This workshop is designed for people who want to quickly turbo-charge their company's landing page performance. You should ideally already have an established online marketing program with significant web traffic.
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| What will I learn? |
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| About the Instructor | Tim Ash is the President & CEO of SiteTuners.com, a firm that offers consulting, full-service flat-fee guaranteed-performance tests, and advanced software tools for landing page optimization. During his 14 year involvement with the Internet, Tim has worked with Verizon Wireless, American Express, Sony Music, American Honda, COMP USA, Harcourt Brace, Universal Studios, HomeGain, Fair Isaac, TransUnion, Rand McNally, Red Envelope, Black & Decker, and Coach to develop successful Internet initiatives. He is a highly-regarded speaker and workshop leader at conferences including Search Engine Strategies, Affiliate Summit, eMetrics, PPC Summit, and Internet World. Tim is a contributing columnist to several publications including SearchEngineWatch, Website Magazine, DM News, Visibility Magazine, and Electronic Retailer Online Strategies magazine. He received his B.S. from UC San Diego "with highest distinction". He also completed his M.S. during his PhD. studies in computer science at UCSD, specializing in Neural Networks and Artificial Intelligence. He is the author of the bestselling book Landing Page Optimization: The Definitive Guide to Testing & Tuning for Conversions (John Wiley & Sons Press, 2008) LandingPageOptimizationBook.com. |
Corporate Blog Strategies: Blog Your Way To Success
| Training type: | Search Engine Marketing Training |
| Time: | 1:00pm-5:00pm |
| Instructors: | Jennifer Evans Laycock, SiteLogic Matt Bailey, SiteLogic |
| Description: | Blogging is a low cost method of getting high-quality traffic to your website - the perfect recession buster! 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 is this workshop for? | 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 Instructors | Jennifer Evans Laycock is the Director of Social Media at SiteLogic. Laycock focuses on crafting creative online marketing and communication plans based on careful observation of online consumer behavior and an extensive knowledge of social media communities. Laycock has years of experience building up and managing online communities focused at both the professional and consumer markets. In addition to her position at SiteLogic, Laycock has also spent five years as Editor-in-Chief of Search Engine Guide, a popular industry site focused on educating companies about the various aspects of online marketing. She is a highly requested speaker and trainer and serves as chair of the bi-annual Small Business Marketing Unleashed conferences. In addition, Laycock is also the author of two books, including the Small Business Guide to Search Engine Marketing. Laycock has provided training and consulting for companies like Highlights for Children, Verizon, American Greetings, and Option Line, a national 24-hour crisis-pregnancy hotline. Laycock graduated from The Ohio State University with a degree in English. Matt Bailey is the president and founder of SiteLogic, a website marketing consultancy, and has been training businesses about website marketing since 1997. He is in demand worldwide as a speaker for the Search Engine Strategies Conferences, The Direct Marketing Association, and the American Advertising Federation. He speaks at over 30 international conferences, seminars, and training sessions each year. Seminar attendees consistently rave about Matt's conversational, entertaining speaking style and his ability to explain high-level search marketing concepts in a way that even "non-techies" understand. Matt is the primary trainer and developer for The Direct Marketing Association's Search Engine Optimization Certification program, and the trainer for the DMA's 2-Day Website Marketing Seminar. This year, Matt was selected as the Direct Marketing Association's emissary to France because of his expertise in search marketing. |
Search Engine Optimization (SEO) Workshop
| Training type: | SEO Training |
| Time: | 1:00pm-5:00pm |
| Instructor: | Shari Thurow, Omni Marketing Interactive |
| Description: | 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. |
| Description: (continued) | Ultimately, the site must be profitable for the Web site owner. Can a single site satisfy all of these groups? This workshop will demonstrate that these skills are essential for building a user-friendly, search-friendly, and persuasive site that converts visitors into buyers. |
| Who should attend? |
Anyone who promotes Web sites as part of their work should attend this workshop! 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: For new and experienced web designers: Attendees may come from many different industries, including:
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| Benefits |
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.
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| Agenda |
Understanding search engines:
Understanding search engines/SEO:
SEO Process - Site architecture and page design:
SEO Process - Link development:
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| About the Instructor | Shari Thurow is the Founder and Search Engine Optimization (SEO) Director at Omni Marketing Interactive (www.search-usability.com), a full-service search engine optimization, Web design, and Web site usability firm. Shari has designed and promoted Web sites since 1995, and is outsourced to many firms worldwide. Clients include Yahoo, Microsoft, America Online, ABC News, HSBC, Expedia, Deloitte and Touche, National Cancer Institute, and WebMD. As a pioneer in the area of search-engine friendly Web site design, she has a 100% success rate for getting client sites ranked at the top of search engines. She is the author of Search Engine Visibility (www.searchenginesbook.com), which has been translated into French, Japanese, Korean and Polish. Her forthcoming book When Search Meets Web Usability, is due to be released in the spring of 2009. Omni Marketing Interactive has been featured in many publications, including The New York Times, USA Today, Fortune, Internet Retailer, and Crain's Chicago Business. |
Every other event I've been to this year has had lower attendance than last year. If this was the case for SES New York 2009, it certainly wasn't evident to me. The halls were filled with people, the exhibit hall was filled with people, and the sessions were jam-packed with folks asking great questions. It feels like, if folks are indeed having to narrow the events they go to this year, they are concentrating on SES as a 'must-do' not a 'might-do'.
—Bill Leake, CEO of Apogee Search
As a small business, I just recently began promoting my product via search engines. After attending your SES show in New York, I have a whole new outlook and an attainable approach to boosting my presence and ultimately my ROI. I had no idea that by attending the seminars I would learn so many tricks of the trade and that so many free tools were available online. The energy and knowledge of the speakers, panelists and moderators was informative and enlightening. Your show also helped me to realize/confirm all the things I was doing right. Thank you for such a comprehensive show. I will see you next year as I recognize how important it is to keep up with this changing industry.
—Andrea Friedland, pawzdogboots.com
SES New York 2009 was by far the best search engine marketing show I've been to in 4 years - and I go to them all! Kudos for a great event!
—Marc Poirier, Co-Founder & CMO of Acquisio
