Search Engine Marketing (SEM/SEO) Training Atlanta - May 5, 2009 - SES Conference & Expo | The Leading Search & Social Marketing Event

SES Search Engine Marketing (SEM/SEO) Training Workshops

Tuesday, May 5, 2009

7:00am-8:00am	Continental Breakfast
8:00am-12:00pm	Link Building Tactics, Tools & Techniques
12:00pm-1:00pm	Lunch Break
1:00pm-5:00pm	Advanced Keyword Research	How to Effectively Use Social Media for Search Marketing Campaigns

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.

Link Building Tactics, Tools & Techniques

Training type:	Link Building Workshop
Time:	8:00am-12:00pm
Instructor:	Debra Mastaler, Alliance-Link
Description:	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 to better understand and manage your link building campaigns by providing you with the knowledge to create 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.

Who is this workshop for?	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.
Benefits	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.
What will I learn?	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
About the Instructor	Debra 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. Debra is a featured guest speaker at the Search Engine Strategies Conference (SES), is a guest columnist for Search Engine Land and Search Engine Guide, has written widely on link marketing for publications including her link building blog The Link Spiel and is the link building moderator on the Small Business Ideas Forum. In addition to client projects and link training for Fortune 500 companies as well as a number of top international SEO firms, Debra has provided link training sessions for the Direct Marketing Association, High Ranking Seminars and Search Engine Strategies. From 2005-2006, Debra served on the Board of Directors of the Search Engine Marketing Association of North America as Secretary/Treasurer.

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Advanced Keyword Research

Training type:	Keyword Research Training
Time:	1:00pm-5:00pm
Instructor:	Ron Jones, Symetri Internet Marketing
Description:	In this 4 hour training session attendees will explore the tools available for identifying, researching and zeroing in on the right keywords for your SEO or PPC campaign. We will walk through the process in theory first and then work on a real world example that leverages the latest tools available. Students are welcome to bring their laptops to this session. Wireless access will be provided.

Who should attend?	Anyone who needs to know where to place keywords for maximum effect, and wants to learn how to mix in additional search term modifiers that will leverage targeted search terms for greater traffic.
Benefits	After attending this workshop, you will be able to: Understand the role of Keyword Research/Discovery and how it is integral to SEO and PPC Campaigns Identify and refine the initial set of possible keywords for any campaign Analyze the initial set of keyword to identify and target the most popular keywords for your site and understand the difficulty of achieving top rankings for each search term. Be able to score your keywords and sort them in order of which are most likely to lead to a conversion 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.
Agenda	Keyword Strategy and its role in SEO and PPC Overview of importance of Keyword Research SEO and PPC Comparisons Developing a strategic keyword campaign Keyword Identification Customer analysis Competitor analysis Wordplay exercises PPC Provider Suggestion Tools Keyword Research Tools Keyword Discovery Wordtracker Other Tools Competitive Research Learning competitors' keywords Identifying broad, phrase, & exact match bids Following competitors' ads Organizing and Scoring Keyword Lists Popularity Specificity Long Tail, Short Tail Keywords Effectiveness Scoring Analytics & Feedback Metrics Converting Terms Integration of SEO & PPC keywords Learning which keywords convert
About the Instructor	Ron Jones is an Internet marketing consultant, trainer and owner of Symetri Internet Marketing. Ron has provided strategic consulting and Internet marketing solutions for companies such as Sealy Inc., Broyhill Furniture, Kimberly Clark Healthcare, Wachovia, Shaw Industries, and Kayser Roth since 1998. Ron is actively involved in the SEM community and speaks at conferences and seminars. He hosts regional SEM events where he provides participants with SEM training and education best practices. Ron also serves on the marketing and education committees for SEMPO, and chairs the event subcommittee. Ron is also one of the authors of the SEMPO Institute Fundamentals and Advanced courses. Ron is a columnist for Search Engine Watch and writes the SEM.edu column.

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How to Effectively Use Social Media for Search Marketing Campaigns

Training type:	Social Media Training
Time:	1:00pm-5:00pm
Instructor:	Liana "Li" Evans, KeyRelevance
Description:	Over the past year, social media has experienced a virtual explosion and has become a major piece of the search marketing puzzle. Companies are amazed by the influence that social media is having upon the industry and want to understand how to use it effectively. From capturing traffic and links, to effectively converting the traffic, there are many aspects of social media that need to be considered. Figuring out which type of social media is right for your business is another factor in the search marketing mix. Do you sacrifice your steady customer base for a 1-day hit of traffic from Digg or do you focus on a more targeted blog or forum audience and educate them about your services and/or products? How do you combine this with your PPC and SEO efforts? All of this and more is covered in this course.

Who should attend?	Beginners in Search Marketing to experienced Search Marketers looking to understand more about social media and how to use it effectively.
Benefits	This session will show you the entire realm of social media and how to use it effectively as part of a holistic marketing campaign. While many people think of Digg as the big player that they need to be working with, Digg is just one of many facets of social media. From social communities to photo sharing, blogging and forums, the Internet offers a world of opportunity waiting to be explored. You'll come away with great ideas on how to effectively leverage your brand, services and products in different social media environments.
Agenda	Attendees will: Understand the "Rules of Engagement" Learn the difference that participation in social media will make Gain understanding as to why keyword research is important in social media Gain understanding as to why not every form of social media is the "right one" Gain insight into the different types of social media such as: Social News Social SharingSocial Bookmarking Social Networking Stumbling, Wikipedia, etc. Forums & Message Boards Ratings & Reviews Blogging Social Media Agenda: Overview of What Social Media is What are the different types of social media Why use it What does it take to be successful It's not a flash in the pan Overview of Social News What is social news Who uses social news How do I use it Overview of Social Sharing What is social sharing Who uses social sharing sites How do I use social sharing sites effectively Overview of Social Networking Sites What are social networking sites Who uses social networking sites How do I use social networking effectively Overview of Social Bookmarking Sites What are social bookmarking sites Who uses social bookmarking sites How do I use social bookmarking effectively Overview of forums & message boards What are forums & message boards Who uses forums & message boards How do I use forums & message boards effectively Overview of Rating & Review Sites What are rating & review sites Who uses rating & review sites How do I use rating & review sites effectively Overview of Other Social Media Sites (StumbleUpon, Wikipedia, Yahoo! Answers, LinkedIn, etc.) What are other social media sites Who uses these other social media sites How do I use these other social media sites effectively Overview of Blogging What is blogging Who is blogging Should I be blogging How to effectively interact with bloggers
About the Instructor	Liana "Li" Evans is the Director of Internet Marketing at KeyRelevance. Since 1999 Liana has been active in the search marketing arena, becoming well-versed in all avenues of search marketing, but having a particular focus on natural search optimization, vertical search, social media and word of mouth marketing. She has also become well-versed in areas of the retail industry that are regulated by the FTC. Liana helped to design, plan & implement an Internet Retailer 500 company's efforts into natural search optimization, totally revamping out of date navigation and site architecture, with very successful results. Since 1992 Liana has been active in the technology fields being both a well-versed programmer and database programmer/designer, which lends well to her technical expertise in dealing with large scale retail sites and their dynamic nature.

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"SES San Jose really lived up to its name — Search Engine Strategies. The Day 1 content got us out of the

—Aaron Goldman, VP, Marketing & Strategic Partnerships, Resolution Media

"As CMO of Marin Software, purveyor of the leading enterprise-class paid search management application,

—Marc Barach, CMO, Marin Software

"Search engine marketing firm iProspect works primarily with clients who have large or complex websites,

—Bill Muller, CMO, iProspect

"In terms of value, the global Search Engine Strategies Conference and Exposition series is one of the best

—Alon Sheafer, VP Products and Marketing, Kenshoo

"As a speaker and Premier Sponsor of Search Engine Strategies for many years, Bruce Clay has always

—Bruce Clay, President, Bruce Clay, Inc.

"SES is always a well-run show from start to finish. Well organized, great seminar sessions and good prospects."

—Christa Roettele, Director, External Communications, TrueLocal

"Hitwise has been a sponsor at the Search Engines Strategies shows in the US and the UK for several years.

—Ginny Redgate, VP Marketing, Hitwise

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Who should attend?

Marketing Team:
Marketing Manager/Director
Supervisor
Creative Director
E-Commerce Manager
Brand Manager
Director, Business Analytics
Media Buyer
Media Planner
SEO Specialist/Consultant
PPC Analyst
Junior Account Manager
Associate/Assistant

C-Level:
Chief Marketing Officer (CMO)
Chief Executive Officer/President
Chief Technology Officer (CTO)
Managing Director (MD)
Senior Vice President (SVP)
Vice President (VP)
IT/Web:
Executive Director, IT
Webmaster
Web Developer
Web Designer
IT Project Manager

SEM Training Atlanta

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SES Search Engine Marketing (SEM/SEO) Training Workshops