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SES Search Engine Marketing (SEM/SEO) Training

Friday, March 26
7:30-8:00am Continental Breakfast
8:00-12:00pm Search Engine Optimization (SEO) Workshop Keyword Research Workshop Hands On Approach to Link Building
12:00-1:00pm Lunch Break
1:00-5:00pm Managing Complex Search Programs Building a Content Strategy to Maximize Your Search & Social Efforts Google AdWords Tactics to Improve Your ROI
Participants may register for training in addition to the SES New York 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 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

SEO Process - Keyword analysis and placement:

  • Defining the full SEO process:
    • Keyword analysis
    • Keyword placement - pages, images, multimedia, and other file types
    • Site optimization
    • Submission
    • Monitoring - managing expectations
  • 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

SEO Process - Accommodating searcher behaviors:

  • Findability and information scent
  • 4 types of searcher behaviors
  • Parts of Web pages that should be optimized for each searcher behavior
  • 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.

Keyword Research Workshop
Instructor:Christine Churchill,

Keyword strategy is the cornerstone of all search engine marketing efforts. As long as people use words to search, finding and targeting searchers will depend on effective keyword research. In this 4-hour class, "keyword guru" Christine Churchill will walk you through the process of researching and developing effective keyword lists for SEO and pay-per-click campaigns, identifying and countering competitors' tactics, and leveraging the flow of incoming data to improve the effectiveness of your pay-per-click campaigns.


Who should attend?

This program is intended for SEO/PPC consultants, site designers, developers, in-house search engine marketing specialists, Internet consulting professionals and entrepreneurs who want to make the most of the opportunity search engines offer. If you are serious about growing your business, we'll help you get there with this fast-paced training, emphasizing best practices in keyword research.


After attending this workshop, you will be able to:

  • Perform a detailed analysis to identify and target the most popular keywords for your site and understand the difficulty of achieving top rankings for each search term.
  • Obtain the most accurate information available on the popularity of your keywords and realize which keywords are most likely to convert to sales.
  • Know which keywords you absolutely must include on your client's site.
  • Choose the optimal keywords so that your PPC ads and organic optimization yield the best opportunities for quality traffic.
  • 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.
What will I learn?
  • Keyword Strategy Concepts
    • Breadth
    • Depth
    • Targeting
    • PPC vs. SEO
  • Keyword Research Tools
    • Keyword Databases
    • PPC Provider' Suggestion Tools (Google, MSN, Yahoo)
    • Competitive Research Tools
    • Other Tools
  • Conceptual Keyword Research
    • Customer research
    • Seed lists & lateral research
    • Brand, Product, Problem, Application
  • Competitive Research
    • No More Secrets: Extracting competitors' keyword lists
    • Identifying broad, phrase, & exact match bids
    • Tracking competitors' ads
  • Organizing & Managing Keyword Lists
    • Improving Breadth
    • Meaning Elements
    • Synonyms
    • Permutations
    • How far should you go?
  • Analytics & Feedback Loops
    • Selling Terms
    • Negative Matches
    • Creating synergy with SEO & PPC
    • Tying conversion to keywords
    • Closing the loop on conversion
About the Instructor:
Christine Churchill Christine Churchill

Christine Churchill is president of, a full-service Dallas search engine marketing company offering search engine optimization, web analytics, social media marketing, and pay-per-click management services. KeyRelevance's clients range from small businesses to large publicly-traded companies and cover a wide range of verticals, including travel, education, e-commerce, and the automotive industry. Churchill speaks regularly at international search conferences such as Search Engine Strategies, WebmasterWorld, Search Marketing Expo, and the Small Business Marketing Unleashed Conference. She was a member of the founding board of directors of the Search Engine Marketing Professional Organization (SEMPO) and has served as an officer of the board for the Dallas/Fort Worth Search Engine Marketing Association (DFWSEM) since its inception. She holds a master's in business and has over 10 years of online marketing experience.

Hands On Approach to Link Building
Instructor:Peter van der Graaf, Netsociety

Links to your website are an important indicator of it's importance for search engines. Learn which links you should attract and how to get people to link to you. You'll return home with an entire new skill set to promote your website in the organic search results.


Who should attend?

This workshop is tailored to two target audiences:

Online marketers
For online marketers that already promote their website through for instance bannering, email marketing, press releases and search engines. During this workshop they will get extra help to effectively apply those activities to gain the right links which in turn boost the organic search results.

SEM specialists
For people already active in the field of search engine marketing. If you already know most of the technical and textual guidelines search engines use and now you're ready to find out how to effectively gain links for top-ten positions.


Search engines look at three important aspects of your website (technique, text and links) to give you a top-ten position in the organic search results. The technical and textual guidelines both have an ideal situation which you should approach as much as possible. Because these guidelines are known to many, beating your competitors in those fields has become nearly impossible.

Links to your site however always have a superlative. You can always gain more and better links and eventually be number one for every desired search term. This workshop will give you the extra edge to do this cheaper and more effective then all your competitors.

  • This workshop gives you a hands on approach to link building including an easy to follow checklist
  • During the workshop you will learn how to assess the effect each link will have on your ranking
  • You will learn how to find the best link partners
  • You will learn which tactics persuade people to link to you
  • You will learn how to approach possible link partners
  • And you'll get many great examples that could be made applicable to any industry
About the Instructor
Peter van der Graaf Peter van der Graaf
Search Strategist
Search Specialist

Peter van der Graaf has been active in search engine marketing since 1998 and knows all the tricks of the trade. He believes everything should be tested, so he collects partners for every type of experiment. As a consultant for both search firms and many in-house teams, he’s able to gather all the information needed for the “bigger picture.” His interest in behavioral psychology and mathematics provides great insights into human search behavior and how search engines might interpret it. He has great examples and anecdotes from link building strategies to successful site architecture.

Managing Complex Search Programs
Instructor:Bill Hunt, Back Azimuth Consulting

Big sites especially those of multi-brand and multi-national companies face complex challenges when it comes to search marketing. Whether you operate a small site and want to learn how the big boys do it or you are tasked with managing a complex site this workshop will give you the tools, ideas and motivation to go back and start to deploy a world-class search program in your organization.

Search is often considered an isolated tactic. We will explore how large companies are integrating search into the marketing mix to compliment the overall performance. Specific review of best practices for integrating paid and organic search to identified gaps in your program.


Description (cont'd):

Using real life examples and attendee scenarios you will clearly understand what is necessary to deploy a highly effective and broadly focused search program in your organization.

If you are looking for a no nonsense, practical workshop on how to really jump start and maximize results from search marketing from a true practitioner with many years experience then this workshop is for you.

Who should attend?
  • Companies who want to understand how large sites tackle Search Marketing
  • Anyone tasked with managing a large scale or global SEO program
  • Anyone currently managing a search program with minimal resources

This session will be conducted by an experienced practitioner of SEO at the global and enterprise scale explaining how large companies have strategically deployed search marketing and received significant traffic and sales gains.

The days of optimizing individual pages are over and the companies who are winning the optimization game are doing so via scale by integrating search sooner into the content creation workflow and into the site infrastructure. In this workshop we will teach you the techniques for changing the development process in your organization.

Investing in SEM requires involvement of key decision makers, as well as extended teams. This workshop will give you the tools, techniques and motivation necessary to cut through the bureaucracy and negativity at even the most archaic thinking companies.

What will I learn?

After attending this workshop, you will be able to:

  • Detailed understanding of how the big sites leverage search for traffic generation
  • How to develop a Center of Excellence for search in your organization
  • How to train your extended team on search best practices and keep them current
  • How to integrate paid and organic search data to identify missed opportunities
  • Key questions to ask when selecting an external agency or hiring for an internal position
  • How to win management support for your programs
  • How to deploy a keyword arbitration program
  • How to leverage template optimization into a global success story
  • Techniques for making search part of the overall web development and content management workflow.
  • How to develop a scorecard system to keep search top of mind within the organization.

You'll leave with:

  • Checklists of diagnosing problems with large sites
  • Sample Business Case Templates for convincing management to invest in search
  • Sample Missed Opportunity Analysis Worksheet
  • Detailed checklist of best practices and next steps to recharge your search efforts
About the Instructor

Bill is the President of Back Azimuth Consulting, which focuses on helping companies implement global search marketing strategies and detailed "voice of the consumer models" using keyword data to understand what consumers are looking for to better drive content strategies.

Bill is considered one of the top thought leaders on Global Search Engine Marketing and is an internationally recognized Search Marketing speaker having spoken at conferences in over 30 countries. Press, industry analysts and corporate leaders frequently seek Bill's advice to effectively leverage Enterprise and Global Search Marketing and Social Media strategy.

Bill is the co-author of the best selling book "Search Engine Marketing, Inc." Driving Traffic to Your Companies Web Site from IBM Press now in it's 3rd Edition.

Building a Content Strategy to Maximize Your Search & Social Efforts
Instructors:Stoney deGeyter, Pole Position Marketing
Jennifer Evans Laycock, Social Media Strategist

Businesses today understand how important a strong search engine optimization and social media presence impacts their bottom line. The problem is, many companies don't know where to begin when it comes to putting together content. Learn how to turn a solid list of targeted keywords into a strategic search and social outreach plan designed to inform, persuade and ultimately convert your target market.

So you've gone to the trouble of extensively researching and creating a list of highly targeted keywords and keyword phrases for your company. What's next? Jennifer and Stoney have each spent the past decade working with companies to develop and implement sustainable keyword focused content strategies for both organic search optimization and social media outreach.


Description (cont'd):

They'll help you understand the four purposes of online content (research, shopping, buying and sharing) and will guide you through the steps needed to appropriately match the keywords you wish to target with the right content focus. They'll explore the difference between content created for search engines and content created for social media while explaining how they related to and support each other.

This session will also focus on how to break down and reevaluate your existing content to better target the terms and phrases you've discovered. They'll focus on how to properly group concepts and topics together to lead a customer down a path of increasing information as they move through the conversion funnel.

Finally, this session will look at common issues like how to prioritize content creation, how to set up realistic timelines and how to determine the ongoing resources you'll need based on the specific content strategy you create. Jennifer and Stoney will also explore the pros and cons of developing content both in-house and by outsourcing.

Who should attend?

Whether you're a business owner exploring the best way to build up your content strategy, a copywriter who wants to better understand how to maximize the impact of content or a search or social strategist seeking to understand how to arm yourself with a better base of targeted content, this session is for you.

This is a comprehensive content strategy class focused on helping companies both large and small understand how to examine needs, establish goals and create a realistic plan to build out stronger and more effective content online.


Your content is your voice on the Internet. What you say, how you say it and who you say it to can make or break your bottom line. It's not enough to understand how to optimize a site for search engines or how to leverage social media tools. The most effective sites are the ones who learn how provide the content desired by their customers via the channels they use most and presented in a way that helps guide them through the research and buying process.

What will I learn?
  • How to develop stellar content that is laser focused toward your target market.
  • The key differences between content developed for search and social
  • How keyword research can help you identify new opportunities for your business.
  • The four purposes of online content
  • How to turn your web site into a resource that fosters trust and loyalty
  • The need to have a consistent voice in all areas of content created for your business
  • The pros and cons of in-house and outsourced content creation
  • Three quick fixes that can take your content from drab to fab
About the Instructors
Stoney deGeyter Stoney deGeyter
Pole Position Marketing

Stoney deGeyter is the President of Pole Position Marketing, a leading search engine optimization and marketing firm helping businesses grow since 1998. Stoney is a frequent speaker at website marketing conferences and has published hundreds of helpful SEO, SEM and small business articles.

If you'd like Stoney to speak at your conference, seminar, workshop or provide in-house training to your team, contact him at or 866-685-3374.

Stoney pioneered the concept of Destination Search Engine Marketing which is the driving philosophy of how Pole Position Marketing helps clients expand their online presence and grow their businesses. Stoney is Associate Editor at Search Engine Guide and has written several SEO and SEM e-books including E-Marketing Performance; The Best Damn Web Marketing Checklist, Period!; Keyword Research and Selection, Destination Search Engine Marketing, and more.

Stoney has five wonderful children and spends his free time reviewing restaurants and other things to do in Canton, Ohio.

Jennifer Evans Laycock Jennifer Evans Laycock
Social Media Strategist

Jennifer Evans Laycock works as a small business social media consultant and has made a career out of finding unique and creative ways to connect with consumers without spending a fortune in marketing dollars.

Recognized as an industry leader in small business social media strategies, Jennifer is known for using real language and a common sense approach that delivers solid results while still allowing her clients to fully understand and participate in the process.

Jennifer has also spent six years as Editor-in-Chief of Search Engine Guide, a popular industry site focused on educating small businesses about the various aspects of online marketing and is the Social Media Faculty Chair at MarketMotive.

Jennifer is a highly requested speaker and trainer and is also the author of two books, including the Small Business Guide to Search Engine Marketing. She has two adorable children and spends her free time tempting friends and family from the kitchen.

Google AdWords Tactics to Improve Your ROI
Instructor:Brad Geddes,

Learn how to spice up your AdWords account by applying tactics learned in this session. You will first dive into the Psychology of Search that shows how consumers think and act throughout the search process. Next, you will learn how to choose the correct keywords to take control of when your ad is displayed. Then, you will study how effective ad copy can generate more clicks and increase your conversion rate. The landing page is fundamental to increasing conversions, and the session will cover usability and conversion optimization. Finally, you will learn everything you need to know about optimizing your account for Quality Score.


Who should attend?

If you advertise with AdWords, this course is for you. It is designed so that everyone from beginners to experts, advertisers and agencies, will have actionable items to increase your AdWords profitability.

  • Psychology of Search
  • Choosing the best keywords
  • Quick keyword research techniques
  • Effective negative keywords
  • How to write compelling Ad copy
  • Landing pages that convert
  • The secret sauce to Dynamic Keyword Insertion
  • How to optimize for conversions
  • Everything you need to know about Quality Score
What will I learn?

The session will focus on both concepts and practical advice. First, you will learn the concepts to understand why they are important and what part of your marketing those concepts can affect. Secondly, we will focus on the practical implantation of those concepts so that you can enact effective changes within your AdWords account.

During the workshop, you will learn:

  • How searchers use engines and look for information and buy on the web
  • How keywords change based upon the buying cycle
  • Keyword research techniques
  • How to use your site, a competitors site, or any other site on the web to find new keywords
  • How to write compelling ad copy
  • How to automatically include the searcher's query in your ad copy
  • How to keep your ad from showing on irrelevant queries
  • Tactics for controlling exactly when your ad is displayed
  • Landing page usability
  • Strategies for increasing conversion rates
  • What is Quality Score
  • Why Quality Score is the most important number in your AdWords Account
  • Factors used to calculate Quality Score
  • How to optimize your Quality Score
  • Where to start optimizing for Quality Score
About the Instructor
Brad Geddes Brad Geddes
Certified Knowledge

Brad Geddes is the founder of Certified Knowledge, an online paid search training and toolset provider. He has written extensively about internet marketing for more than a decade and is the author of Advanced Google AdWords. The first advanced AdWords seminar leader, he works directly with Google to train companies on AdWords. His experience ranges from owning his own agency, to working for a boutique agency, to managing programs that were official resellers of Google and Yahoo. Brands he has worked with include Amazon, Yahoo!, RH Donnelley,, World Directories, Encyclopedia Brittanica, and Red Lobster.

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

Every 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

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
Web Analytics Association
Media Partners
Revenue Magazine
Search Marketing Standard
Target Marketing
Fast Company
Visibility Magazine
Website Magazine
Search Engine Guide
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