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Sponsorship/Exhibiting Opportunities:
For more information, please contact our Sales Department. You may also e-mail sales@sesconference.com or call JoAnn Simonelli +1 646-755-7255.

Registration Information:
For questions regarding registration, please call +1 800-955-2719 or send an e-mail to registration@sesconference.com.

SES Search Engine Marketing (SEM/SEO) Training

Friday, 19 February
8:00-8:30am Continental Breakfast
8:30-12:30pm Search Engine Optimisation (SEO) Workshop YouTube and Video Marketing Workshop
12:30-1:30pm Lunch Break
1:30-5:30pm Search & Analytics Workshop: Using Analytics to Increase Search Effectiveness Mobile Marketing 101
Participants may register for training in addition to the SES London conference or independently, as workshops take place on the Friday 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 Optimisation (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 - optimisation, 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 optimisation
    • 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.

YouTube and Video Marketing Workshop
Instructor:Greg Jarboe, SEO-PR

YouTube is popular with British users, with over 14.6 million visitors every month. In fact, more Brits visit YouTube than watch the World Cup. And with just as many people over 55 as under 18, YouTube's audience is larger and more diverse than many think. What began as a small video sharing site has evolved into a platform fit for the Queen of England.


Description: (continued)

With online video now reaching 80% of UK Internet users, marketers are scrambling to understand how to seize this new opportunity. Unfortunately, many are getting outdated advice from video search engine optimization experts who entered the field back in the early days - before YouTube was launched. Many of these VSEO experts are still providing tips for optimizing videos for Google Video. But these are no longer relevant. Ninety-nine times more videos were viewed on YouTube last month than on Google Video.

Everything changed when YouTube was officially launched in December 2005 and quickly become the leading destination on the Internet for video entertainment. Less than a year later, YouTube was acquired by Google in November 2006 for $1.65 billion in stock. However, YouTube doesn't crawl the web trying to index videos posted on millions of websites. Instead, users are now uploading 20 hours of new video to YouTube every minute. In fact, more content is uploaded to YouTube in 30 days than BBC One, BBC Two and ITV have broadcast in 30 years.

That's why it's time for an in-the-trenches practitioner to debunk popular myths and lead marketers on a path to gaining actionable insights from their YouTube and video marketing efforts.

Who should attend?

This workshop is for marketers, including: Internet marketers, search engine marketers, business marketers, sports marketers, event marketers, product marketers and corporate marketers. This includes "do it yourselfers" and entrepreneurial small business owners. The workshop is also for YouTubers who already shoot their own videos and post that content online. This includes the comedians, directors, gurus, musicians, partners, politicians and YouTubers who have created two to three million channels on YouTube.


Marketers should attend this workshop because they didn't learn about video marketing in college - because there were no courses on this topic a couple of years ago - and their marketing jobs and marketing careers are rapidly being reshaped by YouTube. YouTubers will be interested in learning how to market and promote their YouTube videos more effectively.

What will I learn?

This workshop will show you how to implement a successful video marketing strategy in a relatively new and rapidly changing field. It will focus on YouTube, which is the top online video website with more than 51% share of online video viewership in the U.K., according to comScore Video Metrix. But it will also mention BBC Sites, which rank second, with less than 2% share of online videos viewed. It will focus on the UK, but it will also mention the US, where YouTube is also the top video destination. Here is an outline of the agenda:

  • Who discovers and shares new videos?
  • What videos get discovered and shared?
  • When should you advertise on YouTube?
  • Where are videos discovered and shared?
  • Why should you be a YouTube Partner?
  • How do you measure video marketing?
About the Instructor:
Greg Jarboe Greg Jarboe
President & Co-founder

Greg Jarboe is president and co-founder of SEO-PR, a content marketing agency that offers SEO, PR, social media marketing, and video marketing services. Econsultancy has called SEO-PR the "online marketing agency specialising in successfully optimising seemingly anything that moves for search."

Jarboe is the author of YouTube and Video Marketing: An Hour a Day. He is also a contributor to Strategic Digital Marketing: Top Digital Experts Share the Formula for Tangible Returns on Your Marketing Investment by Eric Greenberg and Alexander Kates; Complete B2B Online Marketing by William Leake, Lauren Vaccarello, and Maura Ginty; as well as Enchantment: The Art of Changing Hearts, Minds, and Actions by Guy Kawasaki. Jarboe is also profiled in Online Marketing Heroes: Interviews with 25 Successful Online Marketing Gurus by Michael Miller.

Jarboe is a member of the executive education faculty at the Rutgers Business School and he is the Content Marketing faculty chair at Market Motive. He writes for ClickZ and ReelSEO. He is also a frequent speaker at ClickZ Live and other industry conferences. The International Search Summit audience voted him the winner of its first Medallion Speaker Award.

Search & Analytics Workshop: Using Analytics to Increase Search Effectiveness
Instructor:Matt Bailey, SiteLogic

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

  • 70% of website owners and managers do not track anything beside '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. Transform your business by utilizing analytics in this full-day training and workshop. Learn the concepts that will enable you to gain actionable information and see exactly "what's going on" within your website.


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. This session is analytics-agnostic; it does not focus on any single analytics program, but focuses on the foundational research and analysis that is important regardless of platform.


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
Matthew Bailey Matthew Bailey
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.

Mobile Marketing 101
Instructor:Cindy Krum, Rank-Mobile

In this 4 hour training session, attendees will learn basic mobile marketing strategies that are attracting mobile traffic today. The session will focus on mobile SEO, but will also touch on driving traffic and conversions with mobile applications, text messaging and mobile email. You will learn what you need to know to develop, launch and track a mobile marketing strategy. Students are welcome to bring their laptops to this session. Wireless access will be provided.


Who should attend?

This program is intended for mobile and traditional SEO/SEM consultants, site designers, developers, in-house search engine marketing specialists, agency representatives and Internet consulting professionals who want to make the most of the opportunity search engines offer.

What will I learn?

After attending this workshop, you will be able to:

  • Understand how mobile marketing fits into the traditional and online marketing mix
  • Determine what mobile marketing strategy is most appropriate for your target market
  • Update your existing site to be found and used on a variety of mobile devices
  • Choose a mobile site architecture that will work for your site and your customers
  • Direct mobile meta crawlers and mobile users to mobile content
  • Author meta data that ranks well in mobile search and is compelling for mobile searchers
  • Leverage local and universal search results in mobile search engines
  • Provide a good mobile user experience for all mobile devices
  • Test mobile websites to ensure they render correctly across different devices
  • Track and evaluate your mobile success
  • Anticipate future opportunities in mobile marketing.

What is Mobile Marketing & Mobile SEO?

  • Definitions & Statistics
  • Included Technologies
  • General Goals

What are the Tenants of a Good Mobile Marketing Strategy?

  • Find-ability
  • Usability
  • Interactivity

How do you Develop a Mobile SEO Strategy

  • Mobile Site Architecture
  • Content Development for Mobile
  • Mobile-Specific Site Features
  • Keyword Selection for Mobile
  • Universal & Local SEO for Mobile

How do you Develop a Text Messaging Strategy?

  • Getting Users to Opt in for SMS
  • Short Codes and Premium Short Codes
  • Linking SMS with Other Media
  • Compelling SMS messaging

How do you Develop a Mobile Couponing & Email Strategy?

  • Getting Users to Opt in for Coupons & Email
  • Mobile Email Rendering
  • Targeting and Messaging Concerns
  • Making Mobile Email Interactive

What is the Future for Mobile Marketing?

  • Omnipresence of the Web
  • Growth of Mobile Infrastructure and Networks
  • Growing Privacy Concerns
About the Instructor
Cindy Krum Cindy Krum
Founder & CEO

Cindy Krum is the CEO and Founder of MobileMoxie, LLC, a mobile marketing consultancy and host of the most cutting-edge online mobile marketing tool set available today. Cindy is the author of Mobile Marketing: Finding Your Customers No Matter Where They Are, published by Que Publishing and now also available in German, Italian, Korean and Chinese. She brings fresh and creative ideas to her clients, providing on-site training and workshops, as well as speaking at national and international trade events on a regular basis.

Cindy is an active member of the search community and has been published in Website Magazine, Advertising & Marketing Review, Search Engine Land, Search Engine Watch, Marketing Land, SEOmoz, Search Engine Strategies Magazine, and quoted by many respected publications including PC World, Internet Retailer, TechWorld, Direct Magazine and Search Marketing Standard.

Bas van den BeldI attend a lot of conferences about search and SES is without a doubt the place to be if you want to learn about search, network, and hear great speakers. The SES team manages to improve with every event and that is truly a big accomplishment. In Europe, SES London is the biggest event of the continent where every search marketer just has to be, but also SES Amsterdam and SES Berlin are must-attends for European search marketers. I know I will be there!
—Bas van den Beld, SearchCowboys

The material I learned from just a single session alone made it worth attending the conference.
—Sam Gomez, VP Digital Marketing, Sony Music

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 Jose and Chicago.
—Bill Muller, CMO, iProspect

SES Magazine
View latest issue:
SES Magazine October 2011 - Chicago Guide
Chicago Guide 2011
Who should attend?
Marketing Team:
Marketing Manager/Director
Creative Director
E-Commerce Manager
Brand Manager
Director, Business Analytics
Media Buyer
Media Planner
SEO Specialist/Consultant
PPC Analyst
Junior Account Manager
Chief Marketing Officer (CMO)
Chief Executive Officer/President
Chief Technology Officer (CTO)
Managing Director (MD)
Senior Vice President (SVP)
Vice President (VP)
Executive Director, IT
Web Developer
Web Designer
IT Project Manager
Association Sponsors

The Institute of Direct Marketing (IDM)
Media Sponsors
Brand Republic
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