Continental Breakfast

Optimizing for Universal Search
Part 1
Greg Jarboe, SEO-PR
Amanda Watlington, Searching for Profit

Just The Basics, SEO 101
Part 1
Matt Bailey, Site Logic Marketing

Lunch Break

Optimizing for Universal Search
Part 2
Greg Jarboe, SEO-PR
Amanda Watlington, Searching for Profit

Just The Basics, SEO 101
Part 2
Matt Bailey, Site Logic Marketing

Optimizing for Universal Search

SEO Training

Thursday, July 17, 2008

Spaces limited

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

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.

During this workshop, you will learn how to: Pick your target keywords for news, image, video and web search engines; Position your keywords in crucial locations; Create original and unique content of genuine value, including text, images and video; Avoid search engine stumbling blocks; Build inbound links intended to help people find interesting, related content; Just say no to search engine spamming; Submit your Sitemap, RSS feeds, and videos to search engines and directories; Verify and maintain your listings; and Go beyond web search engines to include key vertical search engines.

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.

Just The Basics, SEO 101

SEO Training

Thursday, July 17, 2008

Spaces limited

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

Search Engine Optimization is one of the most exciting developments of the Internet age. Search engines are the primary way that people find new websites, information and companies online. Businesses have increased dramatically by ranking highly in the search engines, and widely understand the immediate impact that thousands of new visitors to a website can bring.

10 Steps to Search Success
At its core, search engine optimization is about increasing the rankings of your website for specific terms. Inherent in this practice is understanding the terms that are used by your target audience and how to implement them into the correct positions in your website. The first module will cover the 10 most critical aspects of increasing rankings; including keyword selection, how search engines work, keyword placement on web pages, and the Top 10 Mistakes to Avoid.

Persuading the visitor - 5 ways to keep their attention
Beyond getting increased visitors to your website, the ultimate goal is to persuade them to take action. Sales, leads, and page views can all be increased by understanding the mind of the searcher. Attendees will learn the top 5 page elements that visitors unconsciously seek on a web page, and also 5 methods of keeping the user's attention. Content development, writing for websites, and keyword integration are all elements of this session, all of which focus on persuading the visitor to take the intended actions specific to your website. Reviews of example sites will be given, along with live reviews of a few volunteered attendees sites.

Measuring Success - 8 Reports for Website Success
Most companies have website statistics, but are unaware of how to translate numbers into action. This session will cover the basics of website analysis, specifically on translating data into improvement. Reporting on your website activity will cease to be a frustrating activity when you learn the wealth of Information that is easily available.

Starting with the principle of segmentation, learn how to observe the differing behaviors of website users based on the context of the visit. In one of the highest-rated and most popular sessions on website statistics, attendees are released from the frustrations of web stats and learn humorous methods of applying analytics in practical methods.

Anyone who has a website, manages a website and would like to increase the money they make from it.

You will get practical information, specific examples of what works and what doesn't work. No one has time for platitudes and rhetoric; this session is nuts and bolts for improving your website. You will come away with a list of things to do as soon as you get back to your office. You'll know why these things need to be done and what the results will be for implementing them.

Many attendees say that they never knew what questions to ask when it came to their website, and this session will equip you to ask the right questions and get the right things done. You'll get straight answers for building and fixing your website, successful design techniques, optimizing for rankings, evaluating success, knowing where to improve, and ultimately increasing sales, leads, and page views.

Matt Bailey is president and founder of SiteLogic Marketing and an internationally-recognized authority on search engine marketing, website analytics, usability, and accessibility. As a consulting and training company, SiteLogic focuses on helping organizations take control of their websites and their web marketing plans. Sought after worldwide as a seminar presenter and teacher; Matt speaks regularly for The Direct Marketing Association, Search Engine Strategies conferences and training, the American Advertising Federation, and many private training seminars. Matt is known for his conversational, entertaining speaking style and his ability to make technical topics both understandable and practical. Matt oversees The Direct Marketing Association's SEO training program and is the trainer for the DMA's web marketing seminar. He has consulted with hundreds of companies, including Goodyear, Hilton International, JCrew, Gradall, Moen Faucets, American Greetings, and Samsonite.