Continental Breakfast

Search Marketing Boot Camp
Part 1
Jennifer Laycock, Search Engine Guide

Call to Action Workshop -
Conversion Optimization Training
Part 1
Howard Kaplan, Future Now, Inc.

Lunch Break

Search Marketing Boot Camp
Part 2
Jennifer Laycock, Search Engine Guide

Call to Action Workshop -
Conversion Optimization Training
Part 2
Howard Kaplan, Future Now, Inc.

Networking Event: A Night Out on ClickZ

Search Marketing Boot Camp

Search Engine Marketing Training

Tuesday, June 24, 2008

Spaces Limited

8:00am-5:00pm (Lunch will be served from 12:00pm - 1:00pm)

Search engine marketing has quickly grown from a cottage industry into a multi-billion dollar marketing powerhouse. According to a report issued by the Search Engine Marketing Professionals Organization, search marketing accounted for roughly $5.75 billion in advertising spending in 2006. Piper Jaffray's Safa Rashtchy has predicted that paid search advertising alone will account for more than $33 billion in annual spending by the end of 2010.

With search engine marketing quickly expanding beyond the simple realm of keyword research, on-page optimization and traditional paid search campaigns, it's becoming more and more difficult for businesses to know how and where to break into the mix with their own search related marketing efforts.

If you are planning on attending a future Search Engine Strategies Conference, but are not yet familiar with the nuances of search engine marketing, link building, viral marketing and online reputation management, this workshop will provide you with a crash-course in all things search marketing related.

This workshop is for anyone new to the world of search engine marketing that wants to gain a better understanding of the basic concepts at play in this field before attending the more in-depth sessions offered at the Search Engine Strategies Conference series.

After attending this full-day workshop, you will have a solid base level understanding of concepts that are vital to search engine marketing including:

• Organic Search Engine Optimization
• Keyword Research and On-page Copy Issues
• Paid Search Advertising
• Local Search Marketing
• The Impact of Social Media
• Link Building and Viral Marketing
• Online Reputation Management
• How search marketing integrates with traditional forms of advertising

In this workshop, you will gain a better understanding of the current state of search engine marketing and how it applies to various business models. While this workshop will include a focus on the basic concepts behind search engine optimization and paid search advertising, it will also explore "alternative" search marketing techniques like link baiting and viral marketing, social media outlets, blog marketing, online reputation management and local search.

In a world that moves as fast as the Internet, learning the basic concepts and techniques that form the building blocks of a solid search marketing plan can be difficult. Without those basic building blocks, marketers often find themselves spinning in circles to keep up with the wide array of search marketing related options.

During this workshop, you will learn how to:

• Understand the goals of a search engine algorithm and to anticipate upcoming changes without having to "algo-chase."
• Reach out to potential customers based on the way that they interact with search results during various stages of the search buying cycle
• Determine which paid search advertising options are the best fit for your business
• Create unique and interesting content that will propel your link building and viral marketing campaigns
• Identify appropriate social media outlets for promoting your products and services
• Take advantage of blogs and other forms of consumer generated media to generate positive buzz about your company

Jennifer 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 and online reputation management. 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."

Known for her down-to-earth style of teaching and a special focus on educating small business owners, Jennifer focuses on inspiring companies with new ideas without leaving their heads spinning with techno-talk.

Jennifer is a frequently 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 and Entrepreneur Magazine.

Call to Action Workshop - Conversion Optimization Training

Optimization Training

Tuesday, June 24, 2008

Spaces Limited

8:00am - 5:00pm (Lunch will be served from 12:00pm - 1:00pm)

Landing page optimization and conversion rate improvements are no longer simply buzzwords. The rising cost of driving online traffic means marketers are paying more for less return on their ad dollars.

To keep up, online marketers must roll up their sleeves and dive into conversion optimization. Optimizing your landing pages and your website is a proven means of increasing your conversion rates and realizing improved ROI.

The Call to Action Workshop includes the information you need to know to achieve dramatic results from your online efforts. Are you planning for top performance? Are you accurately evaluating that performance? Are you setting the best benchmarks for measuring success? How well are you communicating your value proposition? Are you structured for change? Can you achieve the momentum you need to get the results you want? If you have the desire and commitment to create phenomenal online results, then this training will be your own Call to Action. This workshop will demonstrate how these skills are essential for building a user-friendly, search-friendly, and persuasive site that converts visitors into buyers.

Everyone from beginner to experienced optimizer will benefit from this training.

The Call to Action Workshop will help you understand the roles of web analytics, web design, usability, social media, information architecture and search engine optimization in the context of conversion rate marketing.

Bring your laptop - You'll want to work on your website at the seminar

Howard Kaplan is the COO of Future Now Inc. As the COO, Howard is ultimately responsible for delivering end-to-end delight to all those who engage our consulting services, partner with Future Now, or license our software tools and methodology. In addition to providing thought leadership in the space through writing and blogging, he's also spoken about marketing optimization at leading conferences like Internet Retailer, Shop.org, Ad:tech, Marketing Sherpa, and Search Engine Strategies. He was designing search engines and engineering content management systems for PriceWaterhouseCoopers' global web team before they were industry buzzwords, and has first hand knowledge of why B2B exchanges never survived the fall of the Nasdaq - the visitors' needs were never met. Howard is a member of the Association for Computing Machinery, a graduate of the Georgia Institute of Technology, and the holder of three Vince Lombardi trophies.