Continental Breakfast

Search Engine Optimization Workshop
Shari Thurow, Omni Marketing Interactive

Landing Page Testing Hands On:
Developing Your Action Plan
Tim Ash, SiteTuners.com

Lunch Break

The SEO Toolbox Crash Course:
131 Competitive Webmaster Tools
Todd Malicoat, Stuntdubl

Making Pay Per Click Pay - Best Practices in Pay Per Click Advertising
Christine Churchill, KeyRelevance

Search Engine Optimization (SEO) Workshop

SEO Training

Friday, September 26, 2008

Spaces limited

8:00am-12:00pm

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.

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.

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 dos 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/li>
• Competitive link development strategies
• Submission guidelines
• Questions and answers

Shari Thurow is Founder and SEO of Omni Marketing Interactive. She has been designing and promoting web sites since 1995, and is outsourced to many firms throughout the U.S. The firm currently has a 100 percent success rate for getting client sites ranked at the top of search engine and directory queries.

Acknowledged as the leading expert on search engine friendly Web sites worldwide, Shari is the author of the top-selling marketing book, "Search Engine Visibility" (www.searchenginesbook.com). The book teaches Web developers how to build a site, from concept through promotion, that pleases both site visitors and the search engines. She also writes a bimonthly search-engine marketing column for Clickz.com.

Shari has been featured in many publications, including USA Today, PC World, Internet Retailer, MacWorld, and Crain's Chicago Business. She has also received numerous design and content awards including top site honors from Lycos, Business 2.0 and Computer User Magazine.

Landing Page Testing Hands On: Developing Your Action Plan

Landing Page Optimization and Testing Training

Friday, September 26, 2008

Spaces limited

8:00am-12:00pm

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 detailed workbook and lecture slides based on Tim Ash's upcoming 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 workbook 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.

This workshop is designed for people who want to quickly turbo-charge their company's landing page performance. You should ideally already have an established online marketing program with significant web traffic.

• CMO's
• Marketing directors
• SEM/SEO campaign managers
• Online media buyers
• Webmasters & web designers

• How to define mission-critical parts of your website
• Segmenting your online audience
• Defining and measuring the appropriate conversion action
• Modeling the financial benefit of landing page testing
• Understanding the psychology of your audience
• How to select the proper traffic sources for your test
• Critical steps in the visitor's decision process
• Uncovering problems with your landing page
• Deciding what page elements to test
• Picking the right testing method
• Properly analyzing your test results
• Avoiding common testing pitfalls
• Gathering the required team and resources
• Setting up and running your test

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).

The SEO Toolbox Crash Course: 131 Competitive Webmaster Tools

SEO Workshop

Friday, September 26, 2008

Spaces limited

1:00pm-5:00pm

Anyone involved with search engine optimization needs a toolbox filled with tools to extract the necessary information about a website to diagnose and remedy problems. The SEO toolbox is filled with a variety of different tools to give information about the elements necessary to help a site rank better. During this session, you will learn about the different types of information that are most important to a site's ranking, and how to identify them with a set of tools. We will look at tools for competitive analysis, on-page optimization, page level information, site level information, indexing information, and off-page information.

Anyone who needs to better understand search engine optimization. More specifically, this workshop is for developers, brand managers, and marketers that have any involvement with natural search optimization. It will even be beneficial for those who are not directly responsible for SEO, but work with others in their division who are in charge of organic search marketing.

You will leave with a strong understanding of which tools will help you to find answers to important SEO questions. You will have a better understanding of some of the most important elements of SEO and how to look out for mistakes on your website. You will learn to identify many of the common problems that can hinder your SEO efforts, and potential solutions to them. Anyone involved indirectly with SEO will benefit by learning skills that will make the entire SEO team stronger. You'll learn more about a set of tools that can be given to an entire in-house team to better understand organic search rankings.

We'll take a look at the best tools (both paid and free) to accomplish a variety of common SEO tasks including link development tools, keyword and content generation tools, competitive analysis tools and much more. You can expect to learn to optimize the time you spend on common SEO tasks in addition to your website:

• You will learn how to check for improper redirects with header check tools
• You will understand different types of tools to perform link development
• You will learn about running simulated spiders on your website to find 404's and identify spider traps
• You will learn checking on hosting and domain level details of a site
• You will learn to view a site with various features turned on and off to view it as a search spider does

Todd Malicoat is an independent marketing and business consultant from the SEO school of thought. He's done strategic consulting for companies large and small and built and sold several sites of his own. An active conference speaker at Search Engine Strategies, Webmaster World Pubcon, and other industry conferences for several years, he is considered a leading authority on search and social marketing. He has been cited by Inc. Magazine, The Sydney Herald, Website Magazine, The New York Post, Infoworld, and many other media outlets on search, reputation management, social media, and other web related issues. Todd also runs a blog that covers all areas of web traffic acquisition called Stuntdubl.com - that echoes his mantra of "Getting hit by traffic... not cars http://www.stuntdubl.com."

Making Pay Per Click Pay- Best Practices in Pay Per Click Advertising

Paid Search Training

Friday, September 26, 2008

Spaces limited

1:00pm-5:00pm

Paid Search is one of the fastest and most effective ways to gain a presence on the search engines. Done incorrectly it can also be one of the costliest. There are many diverse components to a pay per click campaign, but all have to work together to achieve the best return. This comprehensive training program will familiarize attendees with a multitude of paid advertising subjects. The course covers material for both the beginner and experienced advertiser. Attendees will learn about the paid search landscape - the players and the many paid search advertising options available. The course also covers the steps involved in setting up and optimizing a paid campaign to ensure that every click counts.

This interactive training provides best practices on how to select and evaluate keywords, tips on writing effective ads and optimizing landing pages, and in addition will show you how to establish an overall PPC strategy for bidding and budgeting for campaigns. This training includes guidance on structuring your PPC campaigns for easy maintenance and best returns.
Is your company budget conscious? We'll show you ways to stretch your click dollars and alert you to budget disasters. We include a segment on analytics that show you easy ways to monitor performance and capture the information detail you need to make good marketing decisions.

This half day training session provides practical real-world solutions and techniques to help you get the most from your paid advertising.

Anyone involved with marketing and sending traffic and leads to a website will likely benefit from this training workshop. Marketing Directors, search professionals, Internet consultants, CEOs, Advertising Executives, Media Directors, Product Managers, Creative Directors, Webmasters, as well as business owners who want to learn more about paid advertising. Search managers will gain new insight and ideas on how to improve campaigns they manage.

This is a comprehensive training session that includes real-world information for users and managers. The practical advice and best practices taught in the session will help attendees run more efficient campaigns with higher returns.

Attendees will:

• Enhance their knowledge base about paid search and its many options
• Understand the components of a good paid advertising strategy
• Learn proven techniques to select and evaluate keywords that produce results
• Acquire tips on developing effective ads and landing pages that convert visitors to buyers
• Discover ways to measure paid search performance and learn techniques to optimize campaigns
• Gain new insights into bidding strategies and campaign management
• Increase their skills and comfort level working in the paid search field

PPC Agenda:

• Introduction to Paid Search Advertising
• The Search Landscape
• Major Players and programs
• Comparison of Paid and Organic
• Benefits and Uses of Paid Search
• Marketing Mix
• Comparison of three big players - Google, Yahoo, MSN
• Keyword Research for PPC
• Brainstorming Keywords
• How to Expand Keyword Lists
• Evaluating Keywords
• How to "bucket" keywords
• Matching Options
• Negative Keywords
• Keyword Tools
• Keyword Strategies
• Tips on Developing Effective Ads
• Editorial Guidelines
• Best Practices
• Insider Copywriting Tips
• Testing Ads
• Landing Page Optimization
• Components of a good landing page
• Conversion Tips
• Quality Score Factor
• Testing methods
• A/B Split and Multivariate
• Testing software
• Bidding and Campaign Management Strategy
• Management Tools
• Tips to simplify management and increase effectiveness
• Bidding Strategies
• For Position
• For ROI
• Dayparting
• Geo Targeting Options
• IP Targeting
• Geo Keywords
• Pitfalls and Tips
• Budgeting and Forecasting
• Traffic Estimating
• Click Through Rate
• Expected spends
• Campaign Management Strategies
• Optimization Techniques
• Tools Available
• Conversion Analysis
• Identifying Metrics
• Tracking Methods
• Methods to improve conversion
• Ways to find the weak link in the conversion chain
• Tools Available
• Reporting
• What to track
• Tools for tracking
• Reports
• Ad Types and Networks
• Search Ads
• Text Ads
• Contextual Ads
• Local and Geo targeted Ads
• Graphic, Video, Mobile Ads
• Niche and vertical networks
• Quality Score
• What it is and how it works
• Tips to optimize campaign to improve Quality Score
• Minimum Bid Price
• Ad Position
• Troubleshooting Accounts
• Common Problems
• Diagnostic Tools
• Second and Third Tier Engines
• The players
• Different Programs
• Pros and Cons
• Click Fraud
• Symptoms of fraudulent activity
• What to do when you suspect fraud
• Legal Issues Related to Paid Search
• Trademarks
• Legal concerns
• Future Trends in Paid Advertising
• Resources

Christine Churchill the President of KeyRelevance is a recognized expert in the field of Search Engine Marketing. She is a strong advocate for ethical search engine marketing, and was a member of the founding Board of Directors of the Search Engine Marketing Professional Organization (SEMPO).

Christine currently serves as the Chairman of the Dallas-Fort Worth Search Engine Marketing Association (DFWSEM). Ms. Churchill holds a Masters Degree in Business and has over 10 years online marketing experience.

Christine is a regular speaker at Search Engine Strategies, Webmaster World Publishers Conference, High Rankings Seminars, Internet World, and other Internet conferences. In addition, she has written widely on search engine marketing for publications including SearchDay, MarketPosition, Workz, SitePoint, SearchEngineGuide, and NetMechanic, and has taught search marketing classes through the International Association of Webmasters.

In addition to running KeyRelevance, Christine is the Search Engine Friendly Design and Usability Moderator and the Pay Per Click Moderator on the High Rankings Search Engine Optimization Forum.