Training Boston

Universal search changes everything! The advent of Google's Universal Search has been called "the most radical change to its search results ever." So, how do you take advantage of Google's new approach that blends listings from news, maps, video, and image search among those it gathers from web search? In other words, how do you get found in all the right places?

Everyone who promotes Web sites as part of their work should attend this workshop. Web marketers should understand how to optimize and leverage their content and its distribution across news, image, and video search engines.

After attending this half-day workshop, you will be able to optimize, distribute and measure: Press releases ImagesMaps, Video files, RSS feeds, and free submissions for books and products. Attendees will also learn strategies and tactics for expanding the audience for their content through Google News, Yahoo! News, Google Maps, Google Product Search, Technorati, Google Image Search, Flickr, YouTube, Yahoo Video and a growing variety of other sites.

Greg Jarboe is the president and co-founder of SEO-PR, a search engine optimization firm and public relations agency with offices in San Francisco and Boston. He is also a partner in Newsforce, developer of an integrated suite of press release SEO tools.

SEO-PR is one of 10 companies that Larry Chase's Web Digest for Marketers named to its Who's Who in SEO Experts. SEOmoz.org has put SEO-PR on its Recommended List of SEO Consultants, Experts, Firms and Service Providers.

Greg is a frequent speaker at Search Engine Strategies, WebmasterWorld's PubCon, and public relations conferences. He is also the news search, blog search and PR correspondent for the Search Engine Watch Blog.

Gord Hotchkiss, who writes the Out of My Gord blog, has called Greg "the guru of cranking up web visibility through effective optimization of press releases and leveraging news search." Lee Odden, who writes the Online Marketing Blog, has called Greg "a pioneer in the field of using search engine optimization in combination with press releases." And Matt McGowan, Vice President of Marketing for Incisive Media, has called Greg, "the industry's top expert in press release SEO and social media relations."

Greg has more than 25 years of experience in public relations, marketing, and search engine optimization at Lotus Development Corp., Ziff-Davis, and other companies. He graduated from the University of Michigan, attended the University of Edinburgh, and worked on his Masters at Lesley College.

Amanda Watlington Ph.D., A.P.R. Before setting up Searching for Profit, Amanda was director of research for a leading Search Engine Optimization firm. Her consultancy focuses on how businesses can leverage search engines and new media such as blogging, RSS and podcasting to achieve marketing objectives. She has over twenty years of experience as a communications, sales and business strategy consultant, and ten years as a Web marketer.

Amanda has developed award-winning print, web, training and presentation media. She has developed patent-pending language-based analytic tools and methodologies to support search engine marketing campaigns. She is a renowned expert on blogs, podcasting, and the language and psychology of search. The clients she has worked with include Fortune 500 companies, search engines, publishers and e-commerce merchants.

Amanda is the author of two books. Her most recent book is Business Blogs: A Practical Guide. Amanda is a sought-after presenter and a recognized industry thought leader. She appears regularly as a speaker at Search Engine Strategies and DMA's Annual and Multi-Channel Marketing conferences. She serves on DMA's Search Engine Marketing Council, of which she is the past co-chair. She is the chair of the Web Analytics Association's research committee and has served on the search and research committees of IAB.

Her education includes a Bachelors Degree in Classical Civilization from Douglass College in New Jersey, a Ph.D. in Classics from the University of North Carolina at Chapel Hill, and an M.B.A. in Marketing from Eastern Michigan University. She is a member of the Direct Marketing Association (DMA), the Web Analytics Association (WAA), the Public Relations Society of America (PRSA) and has an APR accreditation.

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 a copy of Tim Ash's book Landing Page Optimization: The Definitive Guide To Testing & Tuning For Conversions. Short lecture segments will alternate with practical hands-on work. Participants will complete structured exercises to apply each module to their situation. By the end of the session you will have a complete action plan that can be immediately implemented.

Tim Ash is recognized expert in field of landing page optimization. He is the President and co-founder of SiteTuners and its parent company Epic Sky. SiteTuners improves the conversion rates of website landing pages through state-of-the-art scientific testing. Tim has worked with American Express, Sony Music, American Honda, COMP USA, Coach Bags, HomeGain, Harcourt Brace & Co., Universal Studios, Scan Alert (Hacker Safe), Eaton, RealAge, Guidant, TrizecHahn Centers, SAIC, Pyxis, and B.F. Goodrich Aerospace to develop successful Internet initiatives. He has chaired Internet conferences, and spoken at numerous industry events including PC Expo, Search Engine Strategies, the Affiliate Summit, EcomXpo, Casino Affiliate Convention, and Internet World. Tim has written several articles on harnessing the power of the Internet for business and is a contributing columnist for industry publications. He is the author of the book Landing Page Optimization: The Definitive Guide to Testing & Tuning for Conversions (John Wiley Press 2007).

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.

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.

Ron Jones is an Internet marketing consultant, trainer and owner of Symetri Internet Marketing, who has provided strategic consulting and Internet marketing solutions for companies like 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.

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 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.

Beginners in Search Marketing to experienced Search Marketers looking to understand more about social media and how to use it effectively.

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.

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.