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Sponsorship/Exhibiting Opportunities:
For more information, please contact our Sales Department. You may also call
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Registration Information:
For questions regarding registration, please call +1 800-955-2719 or send an email to registration@sesconference.com.

SES Search Engine Marketing (SEM/SEO) Training Workshops

Wednesday, June 10, 2009
7:30am-8:00am Continental Breakfast
Full-day Workshop Half-day Workshops
8:00am-12:00pm Search Marketing
Boot Camp
Search Engine Optimization
(SEO) Workshop
12:00pm-1:00pm Lunch Break
1:00pm-5:00pm Search Marketing
Boot Camp
Google AdWords Tactics
to Improve Your ROI
Participants may register for training in addition to the SES Toronto conference or independently, as workshops take place on the Wednesday after the event.

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.

Search Marketing Boot Camp
Training type:Search Engine Marketing Training
Time:8:00am-5:00pm (Lunch will be served from 12:00pm - 1:00pm)
Instructors:Jennifer Evans Laycock, SiteLogic
Matt Bailey, SiteLogic

Get more people to your site and get them to do what you want them to do - bottom line. Every day that you don't take action, you are losing and your competitors are gaining. By applying the techniques you gain in this boot camp, you'll stop losing customers immediately. Learn the basics of SEO and how they also apply to making your website easier to use. Get killer social media and blog tactics that are safe, effective and attainable. We'll finish by showing you how to use your analytics effectively and make sense out of all those numbers. Don't get left behind!


Description: (continued)

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 Search Engine Strategies Toronto, 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.

Who should attend?

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
About the Instructors
Jennifer Evans Laycock Jennifer Evans Laycock
Social Media Strategist

Jennifer Evans Laycock works as a small business social media consultant and has made a career out of finding unique and creative ways to connect with consumers without spending a fortune in marketing dollars.

Recognized as an industry leader in small business social media strategies, Jennifer is known for using real language and a common sense approach that delivers solid results while still allowing her clients to fully understand and participate in the process.

Jennifer has also spent six years as Editor-in-Chief of Search Engine Guide, a popular industry site focused on educating small businesses about the various aspects of online marketing and is the Social Media Faculty Chair at MarketMotive.

Jennifer is a highly requested speaker and trainer and is also the author of two books, including the Small Business Guide to Search Engine Marketing. She has two adorable children and spends her free time tempting friends and family from the kitchen.

Matthew Bailey Matthew Bailey
SES Advisory Board; President
Site Logic Marketing

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.

Search Engine Optimization (SEO) Workshop
Training type:SEO Training
Instructor:Shari Thurow, Omni Marketing Interactive

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:
Whether you are a new marketer or a seasoned veteran, this workshop will help you take your campaigns to the next level of effectiveness.

For new and experienced web designers:
Minimize advertising expenses by creating search-friendly and cost-effective site designs. Learn how to avoid common pitfalls early in the design process.

Attendees may come from many different industries, including:

  • Web site designers and developers
  • eCommerce
  • Business development
  • Web site usability
  • Direct marketing
  • Media buying
  • Affiliates
  • Public relations
  • Web analysts
  • Sales and marketing consultants
  • Non-profit agencies
  • Or any job that requires site development and promotion

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.

  • Build a Web site that satisfies both your site's visitors AND the search engines
  • Design do's and don'ts
  • Successful Web site information architecture - learn what search engine marketers don't know
  • Avoid costly copywriting and design mistakes
  • Link development research: tips and tools
  • Learn proven techniques and strategies for long-term results

Understanding search engines:

  • The major search engines and how they work
  • Anatomy of search engine results pages (SERPs)
  • Types of search engine marketing
  • Questions and answers

Understanding search engines/SEO:

  • Defining the full SEO process:
    • Keyword analysis
    • Site optimization
    • Submission
    • Monitoring - managing expectations
  • Web positioning vs. Web analytics software
  • Questions and answers

SEO Process - Site architecture and page design:

  • Site architecture vs. page design (interface)
  • Why architecture and design are important for search engine visibility
  • Components of an optimized site:
    • Site navigation schemes
    • Other types of page links
    • Types of Web pages and how to optimize them
    • Web address
  • Questions and answers

SEO Process - Link development:

  • What is popularity?
  • Why link development is important for search engine visibility
  • Characteristics of effective link development
  • Competitive link development strategies
  • Submission guidelines
  • Questions and answers
About the Instructor
Shari Thurow Shari Thurow
Founder & SEO Director
Omni Marketing Interactive

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.

Google AdWords Tactics to Improve Your ROI
Training type:Google AdWord Training
Instructor:Brad Geddes, bgTheory.com

Learn how to spice up your AdWords account by applying tactics learned in this session. You will first dive into the Psychology of Search that shows how consumers think and act throughout the search process. Next, you will learn how to choose the correct keywords to take control of when your ad is displayed. Then, you will study how effective ad copy can generate more clicks and increase your conversion rate. The landing page is fundamental to increasing conversions, and the session will cover usability and conversion optimization. Finally, you will learn everything you need to know about optimizing your account for Quality Score.


Who should attend?

If you advertise with AdWords, this course is for you. It is designed so that everyone from beginners to experts, advertisers and agencies, will have actionable items to increase your AdWords profitability.

Benefits/What Will I Learn


  • Psychology of Search
  • Choosing the best keywords
  • Quick keyword research techniques
  • Effective negative keywords
  • How to write compelling Ad copy
  • Landing pages that convert
  • The secret sauce to Dynamic Keyword Insertion
  • How to optimize for conversions
  • Everything you need to know about Quality Score

The session will focus on both concepts and practical advice. First, you will learn the concepts to understand why they are important and what part of your marketing those concepts can affect. Secondly, we will focus on the practical implantation of those concepts so that you can enact effective changes within your AdWords account.

During the workshop, you will learn:

  • How searchers use engines and look for information and buy on the web
  • How keywords change based upon the buying cycle
  • Keyword research techniques
  • How to use your site, a competitors site, or any other site on the web to find new keywords
  • How to write compelling ad copy
  • How to automatically include the searcher's query in your ad copy
  • How to keep your ad from showing on irrelevant queries
  • Tactics for controlling exactly when your ad is displayed
  • Landing page usability
  • Strategies for increasing conversion rates
  • What is Quality Score
  • Why Quality Score is the most important number in your AdWords Account
  • Factors used to calculate Quality Score
  • How to optimize your Quality Score
  • Where to start optimizing for Quality Score
About the Instructor
Brad Geddes Brad Geddes
Certified Knowledge

Brad Geddes is the founder of Certified Knowledge, an online paid search training and toolset provider. He has written extensively about internet marketing for more than a decade and is the author of Advanced Google AdWords. The first advanced AdWords seminar leader, he works directly with Google to train companies on AdWords. His experience ranges from owning his own agency, to working for a boutique agency, to managing programs that were official resellers of Google and Yahoo. Brands he has worked with include Amazon, Yahoo!, RH Donnelley, Business.com, World Directories, Encyclopedia Brittanica, and Red Lobster.

Jeff LancasterEvery year our clients, agency partners and our team look forward to SES Toronto. It's a unique opportunity to learn from the top search marketers from the US, Canada and abroad and to see what best practices are having an impact. It certainly stands alone as the gold standard for search marketing events in the Canadian marketplace.
—Jeff Lancaster, Outrider

As a first time attendee, the knowledge I gained at SES Toronto was invaluable. I was really pleased with the variety of topics that were covered and the great mix of people that attended, and plan to be back again next year.
—Veronica Montero, Eighty8 Online

Bill LeakeEvery 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

Association Sponsors
ACIMA  The Atlantic Canada Internet Marketing Association

Mobile Media Sponsors
Media Partners
Direct Marketing
Website Magazine
Web Host Industry Review
In Association with
Search Engine Watch

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