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SES Search Engine Marketing (SEM/SEO) Training Workshops

Friday, December 12, 2008
7:30am-8:00am Continental Breakfast
8:00am-12:00pm Search & Analytics Workshop: Using Analytics to Increase Search Effectiveness
Matt Bailey, SiteLogic
Link Building Tactics, Tools & Techniques
Debra Mastaler,
Search Engine Optimization Workshop
Shari Thurow, Omni Marketing Interactive
12:00pm-1:00pm Lunch Break
1:00pm-5:00pm Viral Marketing & Link Baiting
Jennifer Laycock,
Search Engine Guide
Advanced AdWords
Brad Geddes,
Optimizing for Universal Search
Greg Jarboe, SEO-PR Amanda Watlington, Searching for Profit
Participants may register for training in addition to the SES Chicago conference or independently, as workshops take place on the Friday following 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 & Analytics Workshop: Using Analytics to Increase Search Effectiveness
Training type:Search & Analytics Workshop
Instructor:Matt Bailey, Omni Marketing Interactive

Unless there is a goal for the site, there is no sense measuring anything.

  • 70% of website owners and managers do not track anything besides
    'hits' to their website.
  • Most website managers want to track, but aren't sure what or how.

Analytics are a gold mine of information, just waiting to be uncovered. The results of your campaigns, effectiveness of the website, and the efficiency of your rankings can all be measured with a good analytics program.


Description: (continued)

Unfortunately, many site managers do not make changes to the website without prior measurement, nor do they measure after the changes. As a result, there are many changes to sites that are not based on facts, merely assumptions. Similarly, if changes are not analyzed, then there can be no clear understanding of whether or not improvements made a difference on the site or to the bottom line.

Who should attend?

This workshop is for anyone who is responsible for a website or for reporting on website activity, success or failure. Site owners, marketers, managers and SEO firms wishing to add analytics to their services will all benefit from this instruction.

What Will I Learn?

Rather than simply getting a checklist of "How-To's", you will learn the "Why?" Understanding the "Why" will enable you to ask the right questions in order to get the right answers in your analytics program.

Practical lessons include:

  • Understanding the differences and common points among web analytics programs
  • Establishing common terminology
  • Establish Key Performance Indicators for your website
  • Establish a regular reporting program
  • Learn segmentation techniques for users, campaigns and keywords
  • Establishing primary and secondary conversion rates and for your website
  • How to measure and report the important factors
  • How to report website success 'up the ladder.'
About the Instructor

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.

Link Building Tactics, Tools & Techniques
Training type:Link Building Workshop
Instructor:Debra Mastaler, Alliance-Link

Need links? In order to rank well and successfully promote your online business, you need an effective link building program as part of your over-all SEO strategy.

This link building workshop will help you to better understand and manage your link building campaigns by providing you with the knowledge to create proven, practical and creative link marketing campaigns. You'll walk away understanding why you need certain links, how to find them, and how to effectively use links to promote your brand and your search engines rankings.


Who should attend?

This workshop is for anyone responsible for website promotion... SEO's, SEM's, bloggers, web designers, and/or business owners. This workshop will provide information on the most successful and current link building "tips and tricks" out there.


After attending this workshop, you will be able to:

  • Understand why search engines value links and
  • How link popularity and Page Rank works
  • Weather shifts in the search engine algorithms
  • Learn which linking schemes the search engines frown on and
  • Which linking tactics provide the most relevant one-way links
  • Learn how to attract links through content generation and
  • How to Use the new social media sites to gather links
  • Leave with clear link building methodologies and online resources to help you in your future marketing endeavors.
What will I learn?

Why Links are valuable

  • Definitions and concepts
  • Why the search engines value them
  • Page Rank facts and fiction
  • Latent Semantic Indexing (LSI), Trust Rank and other link analysis papers

Engine Buzz

  • What they're saying and how to use it

Link Spam and What To Avoid

How to Conduct a Link Analysis

  • What to look for
  • Free and paid tools to help
  • Finding those authority sites

Optimizing Your Internal Links

Linking Tactics

  • Reclaiming Links
  • Competitive Linking
  • Understanding RSS
  • Authority Linking
    • Finding authority sites
    • Becoming one
  • Content Generation
    • Using Blogs and Wiki's
    • Writing articles
  • Directories & DMOZ
  • Reciprocals
  • Working the Media/Press Releases
  • Trust Links
  • Social Networking Sites
    • Digg, Delicious
    • The Answer Sites, etc.

Paid Links

  • Text ads
  • Hosted content
About the Instructor

Debra Mastaler is President of Alliance-Link, an interactive marketing agency based in Williamsburg, Virginia and focused on providing custom link building campaigns and link training. In business since 2000, Debra offers a common sense approach to link building by combining traditional sales and promotional strategies with effective online search engine marketing tactics.

Debra is a featured guest speaker at the Search Engine Strategies Conference (SES), is a guest columnist for Search Engine Land and Search Engine Guide, has written widely on link marketing for publications including her link building blog The Link Spiel and is the link building moderator on the Small Business Ideas Forum.

In addition to client projects and link training for Fortune 500 companies as well as a number of top international SEO firms, Debra has provided link training sessions for the Direct Marketing Association, High Ranking Seminars and Search Engine Strategies.

From 2005-2006, Debra served on the Board of Directors of the Search Engine Marketing Association of North America as Secretary/Treasurer.

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 is the Founder and Search Engine Optimization (SEO) Director at Omni Marketing Interactive (, a full-service search engine optimization, Web design, and Web site usability firm.

Shari has designed and promoted Web sites since 1995, and is outsourced to many firms worldwide. 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 Web site design, she has a 100% success rate for getting client sites ranked at the top of search engines. She is the author of Search Engine Visibility (, which has been translated into French, Japanese, Korean and Polish. Her forthcoming book When Search Meets Web Usability, is due to be released in the spring of 2009.

Omni Marketing Interactive has been featured in many publications, including The New York Times, USA Today, Fortune, Internet Retailer, and Crain's Chicago Business.

Viral Marketing and Link Baiting
Training type:Viral Marketing Workshop
Instructors:Jennifer Evans Laycock, Search Engine Guide

In this workshop, you will gain a better understanding of the concepts, ideas and implementations that are required to launch a viral marketing or link baiting campaign. You'll learn why the Internet has created a unique environment that allows for rapid, inexpensive word of mouth marketing and how you can harness that environment to promote your own products and services.


Description: (continued)

The workshop will give real life examples of both good and bad viral marketing campaigns and will share insight on how your business can capitalize on your competitor's viral disasters. This workshop will also focus on how you can make use of consumer generated media environments like social media outlets, blog marketing, discussion forums and more to both monitor and expand your company's online persona.

Consumer generated media (the very core of viral marketing) is the fastest growing form of media online today. It's only a matter of time until someone online talks about your business. This course will not only help prepare you in the ways to respond to the conversation, it will help you learn how to shape that conversation to your advantage.

Who should attend?

This workshop is for marketers and business owners that want to learn more about harnessing the power of viral marketing to build buzz about their business online. It also covers the topic of link baiting and explains how unique and creative content development can help launch both viral and link baiting campaigns.


After attending this half-day workshop, you will have a solid base-level understanding of concepts that are vital to viral marketing and link baiting.

These concepts include:

  • why viral marketing is such a cost-effective endeavor
  • how to take advantage of competitor's viral missteps
  • creating the ideas that market themselves
  • the dangers of viral marketing gone bad
  • the impact of social media and consumer generated media
  • the importance of managing your online reputation
  • tracking the impact of viral marketing or link baiting campaigns
What Will I Learn?

During this workshop, you will learn:

  • How the growth of consumer generated media on the Internet has created the idea environment for rapid word of mouth marketing
  • What defines a good viral marketing campaign
  • How (and where) to plant the seeds of a viral marketing or link baiting campaign so that it begins to spread on its own
  • What products and services are available to help start and manage the buzz
  • How to identify the ideal target audience for your campaign
  • How to take advantage of blogs and other forms of consumer generated media to generate positive buzz about your company
About the Instructor

Jennifer Evans 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, social media marketing and blogging. 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."

Jennifer is a 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, The Washington Post and Entrepreneur magazine.

Advanced AdWords
Training type:PPC Training
Instructor:Brad Geddes,

This session is broken down into two sections. The first section examines how to effectively use keywords, ad copy, landing pages, and the search and content networks to effectively reach your target audience based upon where consumers are in the buying cycle. The second section will examine different bidding strategies you can employ to maximize your campaign's goals.


Who should attend?

Intermediate and advanced PPC marketers who use Google AdWords.


How to reach consumers and effectively bid are two difficult challenges for advertisers. Understanding how PPC strategies change throughout the buying cycle will help you more effectively reach your target audience. In addition, you will learn how to take data from PPC reporting, conversion tracking, and Google analytics to effectively combine them into bidding strategies to maximize your advertising dollars.

What Will I Learn?

First, you will learn how to optimize your marketing campaigns based upon the buying cycle. Secondly, you will come away with strategies to combine PPC reporting, conversion tracking, and Google analytics data to employ effective bidding strategies that will maximize your campaign's ROI.


  • Reaching consumers throughout the buying cycle
    • Awareness
    • Interest
    • Learn
    • Shop
    • Buy
  • Targeting & Bidding Strategies
    • ROI Bidding
    • Position
    • Time of Day
    • Location
    • Content vs Search
    • Websites
About the Instructor

Brad Geddes is the founder of; a company dedicated to consulting, educating, and training businesses on internet marketing theory and best practices.

Before forming bgTheory, Brad was the Director of Search for RH Donnelley, a leading publisher of Yellow Pages. He has also provided usability, PPC, and SEO consulting services to a wide range of companies over the years. He has been involved in online advertising since 1999, and has written extensive articles on internet marketing.

One of his trademarks has been demystifying many of the more complicated aspects of SEO, PPC, and internet advertising. Not one to hold secrets, Brad prefers to educate his people on the various aspects of crafting successful marketing campaigns to ensure the success for all parties involved.

Optimizing for Universal Search
Training type:SEO Training
Instructor:Greg Jarboe, SEO-PR
Amanda Watlington, Searching for Profit

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?


Who should attend?

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.

About the Instructor

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. 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.

"SES San Jose really lived up to its name — Search Engine Strategies. The Day 1 content got us out of the
weeds and focused on high-level strategic concepts. Day 2 and beyond activated the tactical and practical discussion that's also crucial for those looking to master all things search."
 —Aaron Goldman, VP, Marketing & Strategic Partnerships, Resolution Media

"As CMO of Marin Software, purveyor of the leading enterprise-class paid search management application,
I'm always looking for efficient and effective ways to reach our audience of search agencies and large-scale advertisers. To help us accomplish that, Incisive Media has assembled an impressive array of properties and programs such as the Search Engine Strategies Conference & Expo, and Search Engine Watch Webcasts. We exhibit, present, sponsor and advertise at these venues and it's this sort of integrated marketing that delivers powerful results and best bang for the buck."
 —Marc Barach, CMO, Marin Software

"Search engine marketing firm iProspect works primarily with clients who have large or complex websites,
many of whom are Fortune-level companies. As a sponsor and exhibitor this past year at SES New York, we found that the number of companies suitable for our services increased by over 20% from last year. SES is a terrific event series, one that we plan to be at in New York, San Francisco and Chicago."
 —Bill Muller, CMO, iProspect

"In terms of value, the global Search Engine Strategies Conference and Exposition series is one of the best
as it delivers an excellent 'bang for your buck' compared to the other events we have attended. Their seminars and panels consistently deliver literally hundreds of tips, tactics and strategies around improving your paid search and display campaign performance while offering up tons of info on optimizing your websites. In addition, the networking is second to none resulting in us taking home numerous qualified leads."
 —Alon Sheafer, VP Products and Marketing, Kenshoo

"As a speaker and Premier Sponsor of Search Engine Strategies for many years, Bruce Clay has always
found the information, networking, and vendor interaction to be fantastic, clearly contributing to our business and always justifying our participation."
 —Bruce Clay, President, Bruce Clay, Inc.

"SES is always a well-run show from start to finish. Well organized, great seminar sessions and good prospects."

 —Christa Roettele, Director, External Communications, TrueLocal

"Hitwise has been a sponsor at the Search Engines Strategies shows in the US and the UK for several years.
SES ranks among those shows from which we see the greatest return. The event provides us great brand visibility within the search marketing community as well as quality leads. It also is a great place for us to connect with our clients, many of whom come to this event for the networking as well as the extensive educational program."
 —Ginny Redgate, VP Marketing, Hitwise

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