SES Search Engine Marketing (SEM/SEO) Training
| 8:00-8:30am | Continental Breakfast | |
| 8:30-12:30pm | Search Engine Optimisation (SEO) Workshop | YouTube and Video Marketing Workshop |
| 12:30-1:30pm | Lunch Break | |
| 1:30-5:30pm | Search & Analytics Workshop: Using Analytics to Increase Search Effectiveness | Mobile Marketing 101 |
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.
| Time: | 8:30-12:30pm |
| 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, Bing, 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 the skills that 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 - optimisation, 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 SEO director at Omni Marketing Interactive, a full-service SEO, website usability, information architecture, and web design firm. She has designed and promoted web sites since 1995, and is outsourced to many firms worldwide. Her 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 website design, she has a 100% success rate for getting clients’ sites ranked at the top of search engines. She is the author of Search Engine Visibility and When Search Meets Web Usability. |
Shari ThurowYouTube and Video Marketing Workshop
| Time: | 8:30-12:30pm |
| Instructor: | Greg Jarboe, SEO-PR |
| Description: | YouTube is popular with British users, with over 14.6 million visitors every month. In fact, more Brits visit YouTube than watch the World Cup. And with just as many people over 55 as under 18, YouTube's audience is larger and more diverse than many think. What began as a small video sharing site has evolved into a platform fit for the Queen of England. |
| Description: (continued) |
With online video now reaching 80% of UK Internet users, marketers are scrambling to understand how to seize this new opportunity. Unfortunately, many are getting outdated advice from video search engine optimization experts who entered the field back in the early days - before YouTube was launched. Many of these VSEO experts are still providing tips for optimizing videos for Google Video. But these are no longer relevant. Ninety-nine times more videos were viewed on YouTube last month than on Google Video. Everything changed when YouTube was officially launched in December 2005 and quickly become the leading destination on the Internet for video entertainment. Less than a year later, YouTube was acquired by Google in November 2006 for $1.65 billion in stock. However, YouTube doesn't crawl the web trying to index videos posted on millions of websites. Instead, users are now uploading 20 hours of new video to YouTube every minute. In fact, more content is uploaded to YouTube in 30 days than BBC One, BBC Two and ITV have broadcast in 30 years. That's why it's time for an in-the-trenches practitioner to debunk popular myths and lead marketers on a path to gaining actionable insights from their YouTube and video marketing efforts. |
| Who should attend? |
This workshop is for marketers, including: Internet marketers, search engine marketers, business marketers, sports marketers, event marketers, product marketers and corporate marketers. This includes "do it yourselfers" and entrepreneurial small business owners. The workshop is also for YouTubers who already shoot their own videos and post that content online. This includes the comedians, directors, gurus, musicians, partners, politicians and YouTubers who have created two to three million channels on YouTube. |
| Benefits |
Marketers should attend this workshop because they didn't learn about video marketing in college - because there were no courses on this topic a couple of years ago - and their marketing jobs and marketing careers are rapidly being reshaped by YouTube. YouTubers will be interested in learning how to market and promote their YouTube videos more effectively. |
| What will I learn? |
This workshop will show you how to implement a successful video marketing strategy in a relatively new and rapidly changing field. It will focus on YouTube, which is the top online video website with more than 51% share of online video viewership in the U.K., according to comScore Video Metrix. But it will also mention BBC Sites, which rank second, with less than 2% share of online videos viewed. It will focus on the UK, but it will also mention the US, where YouTube is also the top video destination. Here is an outline of the agenda:
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| About the Instructor: |
Greg Jarboe is president and co-founder of SEO-PR, which provides search engine optimization, online public relations, online video marketing, and social media marketing services. He is the author of YouTube and Video Marketing and a contributor to Guy Kawasaki’s Enchantment. He is profiled in Michael Miller’s Online Marketing Heroes and has been interviewed on a variety of search and social marketing topics by Bruce Clay Blog, Online Marketing Blog, ReelSEO, State of Search, WebmasterRadio.fm, and WebProNews. Jarboe is on the faculty of the Rutgers Center of Management Development and Market Motive. |
Greg JarboeSearch & Analytics Workshop: Using Analytics to Increase Search Effectiveness
| Time: | 1:30-5:30pm |
| Instructor: | Matt Bailey, SiteLogic |
| Description: | Unless there is a goal for the site, there is no sense measuring anything.
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. Transform your business by utilizing analytics in this full-day training and workshop. Learn the concepts that will enable you to gain actionable information and see exactly "what's going on" within your website. |
| Description: (continued) |
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. |
| Who should attend? | 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. This session is analytics-agnostic; it does not focus on any single analytics program, but focuses on the foundational research and analysis that is important regardless of platform. |
| Benefits: | 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:
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| About the Instructor |
Matt Bailey is the president and founder of SiteLogic, a website marketing consultancy, and has been training businesses about website marketing since 1997. He speaks at over 30 international conferences, seminars, and training sessions each year. Seminar attendees consistently rave about his conversational, entertaining speaking style and his ability to explain high-level search marketing concepts in a way that even non-techies understand. Bailey is the primary trainer and developer for the Direct Marketing Association's search engine optimization certification program, and the trainer for its two-day website marketing seminar. |
Matthew BaileyMobile Marketing 101
| Time: | 1:30-5:30pm |
| 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 passionate about bringing creative online marketing solutions to Rank-Mobile clients, working with them to develop high-level mobile and international marketing strategies. Cindy speaks at national and international trade events about mobile web marketing, social network marketing, and international SEO. She writes for industry publications and has been quoted in PC World, Internet Retailer, TechWorld, Direct Magazine, and Search Marketing Standard. She served as the co-chair of the SEMPO emerging technologies mobile web task force and is an active member of the search community. |
Cindy Krum
I attend a lot of conferences about search and SES is without a doubt the place to be if you want to learn about search, network, and hear great speakers. The SES team manages to improve with every event and that is truly a big accomplishment. In Europe, SES London is the biggest event of the continent where every search marketer just has to be, but also SES Amsterdam and SES Berlin are must-attends for European search marketers. I know I will be there!
—Bas van den Beld, SearchCowboys
The material I learned from just a single session alone made it worth attending the conference.
—Sam Gomez, VP Digital Marketing, Sony Music
Search engine marketing firm iProspect works primarily with clients who have large or complex websites, many of whom are Fortune-level companies. As a sponsor and exhibitor this past year at SES New York, we found that the number of companies suitable for our services increased by over 20% from last year. SES is a terrific event series, one that we plan to be at in New York, San Jose and Chicago.
—Bill Muller, CMO, iProspect
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