Beat the cold! SES Chicago
2010 will take place the week of
October 18. Your suggestions
for this event are welcome!

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SES Search Engine Marketing (SEM/SEO) Training

Thursday, December 10, 2009
7:30am-8:00am Continental Breakfast
8:00am-12:00pm Search Engine Optimization (SEO) Workshop Landing Page Testing Hands On: Developing Your Action Plan
12:00pm-1:00pm Lunch Break
1:00pm-5:00pm Advanced Keyword Research Social Media and Your Business
Participants may register for training in addition to the SES Chicago conference or independently, as workshops take place on the Thursday 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 Engine Optimization (SEO) Workshop
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, Bing, 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 the skills that 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.

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

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.


Description: (continued)

All participants will receive a copy of Tim Ash's 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 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.

Who should attend?

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
What will I learn?
  • 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
About the Instructor:

Tim Ash is author of the bestselling book Landing Page Optimization, and CEO of SiteTuners, a firm that specializes in improving website conversion rates through landing page diagnosis and redesign, conversion consulting, a/b and multivariate test plan creation, and client training/mentoring. A computer scientist and cognitive scientist by education (his PhD studies were in Neural Networks and Artificial Intelligence), Tim has developed an expertise in user-centered design, persuasion and understanding online behavior, and landing page testing. In the mid-1990s he became one of the early pioneers in the discipline of website conversion rate optimization.

Over the past 15 years, Tim has helped hundreds of US and international brands improve their web-based initiatives, including Canon, Google, Expedia, CBS, Sony Music, Facebook, Nestle, Verizon Wireless, Texas Instruments, Cisco, and Coach.

Tim is a highly-regarded keynote and conference presenter, and the chairperson of Conversion Conference - a worldwide conference series focused on improving online conversions. He has published hundreds of articles about website usability, best practices in landing page design and tactics to improve website conversion rates, and he is also a ClickZ columnist and the host of the Landing Page Optimization podcast on

Advanced Keyword Research
Instructor:Ron Jones, Symetri Internet Marketing

In this 4 hour training session attendees will explore the tools available for identifying, researching and zeroing in on the right keywords for your SEO or PPC campaign. We will walk through the process in theory first and then work on a real world example that leverages the latest tools available. Students are welcome to bring their laptops to this session. Wireless access will be provided.


Who should attend?

Anyone who needs to know where to place keywords for maximum effect, and wants to learn how to mix in additional search term modifiers that will leverage targeted search terms for greater traffic.


After attending this workshop, you will be able to:

  • Understand the role of Keyword Research/Discovery and how it is integral to SEO and PPC Campaigns
  • Identify and refine the initial set of possible keywords for any campaign
  • Analyze the initial set of keywords to identify and target the most popular keywords for your site and understand the difficulty of achieving top rankings for each search term
  • Be able to score your keywords and sort them in order of which are most likely to lead to a conversion
  • Know where to place your keywords for maximum effect, and how to mix in additional search term modifiers that will let you leverage your targeted search terms for greater traffic.

Keyword Strategy and its role in SEO and PPC

  • Overview of importance of Keyword Research
  • SEO and PPC Comparisons
  • Developing a strategic keyword campaign

Keyword Identification

  • Customer analysis
  • Competitor analysis
  • Wordplay exercises
  • PPC Provider Suggestion Tools

Keyword Research Tools

  • Keyword Discovery
  • Wordtracker
  • Other Tools

Competitive Research

  • Learning competitors' keywords
  • Identifying broad, phrase, & exact match bids
  • Following competitors' ads

Organizing and Scoring Keyword Lists

  • Popularity
  • Specificity
  • Long Tail, Short Tail Keywords
  • Effectiveness Scoring

Analytics & Feedback Metrics

  • Converting Terms
  • Integration of SEO & PPC keywords
  • Learning which keywords convert
About the Instructor
Ron Jones Ron Jones
Symetri Internet Marketing

Ron Jones is president and CEO of Symetri Internet Marketing, an online branding and client acquisition provider specializing in social media marketing, SEO, and paid search advertising. He has provided consulting services for companies including Sealy, Inc., Broyhill Furniture, Kimberly Clark Healthcare, Wachovia, Shaw Industries, and Kayser Roth. His experience working with traditional advertising agencies around the country makes him one of the industry's leading authorities on converging offline and online initiatives into highly effective, performance based, multi-channel marketing campaigns.

Social Media and Your Business
Instructor:Sage Lewis,

As reported by

Social media has overtaken porn as the number one activity on the Web. (

According to a Cone research study:

60% of Americans use social media, and of those, 59% interact with companies on social media Web sites. (

According to that survey, 93% of social media users believe a company should have a presence in social media, while an overwhelming 85% believe a company should not only be present but also interact with its consumers via social media.


Description: (continued)

On top of that, we are entering a new U.S. Presidential Administration that has a Chief Technology Officer and a major social media presence.

Social media is happening to your business whether you want it to or not.

You owe it to your business to understand the Social Media landscape. Consumers, customers and clients are demanding their service and product providers be more accessible than ever before. Social media outlets are becoming a major venue customers require of the companies they do business with.

In this session you will learn the landscape of places like: Facebook, MySpace, YouTube, Delicious, Flickr, LinkedIn and much more. Additionally, you will get examples of how other businesses have used these outlets and how you should and, maybe more importantly, should not use them.

This is a topic you need to know about.

Who should attend?

There is not a business in the world that can safely ignore Social Media. Whether you are a locksmith, accountant, toy store, car dealer or machining manufacturer, Social Media is having an impact on your business.

Consumers want the companies they do business with to be engaged with them. That applies to B2B or B2C.

If you are a business that has not started to think how to use Social Media, this session is for you.

If you are a business that has played with some Social Media technologies, you need to know if you are doing what is best for your company. This session is for you.

If you are a business that is actively engaged in Social Media, you should be on the lookout for what other businesses are doing so you can maximize your Social Media campaigns to their fullest.

This is a comprehensive overview class that talks directly to large and small companies. You simply do not want to miss this interactive Social Media class.


Social media is the hottest segment of all marketing. The reason for that is because the companies that use Social Media effectively are experiencing incredible results. Companies like Zappos, Southwest and many others are leveraging Social Media in highly effective ways. This class will teach you how you can do the same.

What will I learn?
  • YouTube: Learn how you can get started creating powerful online videos immediately.
  • Flickr: Flickr isn't just a photo sharing site, it is an imaging platform. Learn how the best social marketers are using it.
  • Facebook: Facebook is aggressively making their social network conducive for businesses. Learn how you can use Facebook in the most effective ways.
  • MySpace: This social network has many layers and potential pitfalls. Learn how this space is used by businesses and how you might consider using it.
  • Delicious: Social bookmarking is an area that many people use on a superficial level. But it is rarely used as a powerful social marketing tool. You will learn how you can use Delicious in the most effective way.
  • LinkedIn: Everybody has a LinkedIn account. But almost no one uses LinkedIn in the most effective ways. We will look behind the scenes of LinkedIn to learn how you can use it most powerfully.
About the Instructor
Sage Lewis Sage Lewis

Sage Lewis is president of SageRock Digital Marketing, a leader in web marketing since 1999 offering search engine optimization, paid search marketing, social media marketing, and analytics services. He speaks nationally with SES and other prominent online marketing organizations. He writes as an expert for in the promotion and link building section of the site. He is a highly dynamic speaker who offers a depth of knowledge only possible through his decade of experience in the web marketing industry.

SES Chicago was a blue-chip experience. Being my first 'search' conference, I was blown away at having personal access to the world's top search talent. At the end of day 1, I had decided to attend the next SES event, wherever it might be. I left Chicago SES with a valuable list of contacts, a new insight and approach toward SEO, and a notebook full of tricks that have shown immediate returns for our law firm. Kudos to the staff for assembling such a power-packed display of the search industry's brightest stars.
—Allen Walker, Web Marketing Consultant, Keller & Keller

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

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
Social Media Club Chicago
Business Marketing Association - Chicago
Media Partners
DIRECT Magazine
Domainer's Magazine
Electronic Retailer
Revenue Magazine
Search Engine Guide
Search Marketing Gurus
Search Marketing Standard
Target Marketing
Online Strategies Magazine
Visibility Magazine
Website Magazine
Web Host Industry Review
In Association with
Search Engine Watch

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