SES Search Engine Marketing (SEM/SEO) Training
| 7:30am-8:00am | Continental Breakfast | ||
| 8:00am-12:00pm | Search Engine Optimization (SEO) Workshop | Real Big Ideas for Real Small Businesses | YouTube and Video Marketing Workshop |
| 12:00pm-1:00pm | Lunch Break | ||
| 1:00pm-5:00pm | Managing Complex Search Programs | Getting Fluent in Search Marketing: A Fast-Track for Senior Managers | Mobile Marketing 101 |
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.
| Training type: | SEO Training |
| Time: | 8:00am-12:00pm |
| Instructors: | Shari Thurow, Omni Marketing Interactive |
| Description: | 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 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: For new and experienced web designers: Attendees may come from many different industries, including:
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| Benefits |
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.
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| Agenda |
Understanding search engines:
Understanding search engines/SEO:
SEO Process - Site architecture and page design:
SEO Process - Link development:
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| 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 website usability firm. Shari has designed and promoted websites 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 website design, she has a 100 percent success rate for getting client sites ranked at the top of search engines. She is the author of Search Engine Visibility (www.searchenginesbook.com), 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. |
Shari ThurowReal Big Ideas for Real Small Businesses
| Training type: | Search Engine Marketing Training |
| Time: | 8:00am-12:00pm |
| Instructor: | Jennifer Evans Laycock, SiteLogic |
| Description: | As the economy continues to falter, consumers and businesses are tightening their belts. That means less money being spent by consumers and less money available to marketers to reach them. For small businesses on tight budgets, the inability to advertise can be the kiss of death. But for small businesses with a bit of creativity and an understanding of online marketing, the Internet can be a lucrative launch point. |
| Who should attend? |
This workshop is for small business owners and the marketers who work with them. It will provide an overview of the many online marketing channels you can utilize at little to no cost to your small business. If you're looking to gain a better understanding of how search engine marketing, blog marketing and social media can help you reach new customers, learn more about the customers you have and make dramatic improvements to your business, this workshop is for you. |
| Benefits |
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. After attending this half-day workshop, you will have a solid understanding of the online marketing tactics small businesses need to utilize:
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| What will I learn? |
In this workshop, you will learn why smart small businesses around the country are taking advantage of the Internet and are flourishing during tough economic times and how you can maximize your profits while minimizing your marketing expenses online. During this workshop, you will learn:
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| About the Instructor |
Jennifer Evans Laycock is the director of social media at SiteLogic. She crafts creative online marketing and communication plans based on careful observation of online consumer behavior and an extensive knowledge of social media communities. Laycock has years of experience building and managing online communities, focused at both the professional and consumer markets. Laycock has spent five years as editor-in-chief of Search Engine Guide, a popular industry site focused on educating companies about the various aspects of online marketing. She is a highly requested speaker and trainer and serves as chair of the bi-annual Small Business Marketing Unleashed conferences. She is also the author of two books, including the Small Business Guide to Search Engine Marketing. Laycock has provided training and consulting for companies like Highlights for Children, Verizon, American Greetings, and Option Line, a national 24-hour crisis-pregnancy hotline. Laycock graduated from The Ohio State University with a degree in English. |
Jennifer Evans LaycockYouTube and Video Marketing Workshop
| Training type: | Video SEO Training |
| Time: | 8:00am-12:00pm |
| Instructor: | Greg Jarboe, SEO-PR |
| Description: | More than 145 million Americans watched more than 13 billion videos in February 2009. This means more than 75% of the total U.S. Internet audience watched an average of 90 videos per viewer during the month. The duration of the average online video was 3.5 minutes, so the average online video viewer watched more than 5 hours of video. To put this into perspective, that's more Americans than watched the Super Bowl for a longer amount of time than the pre-game, first-half, half-time and second-half put together. With online video now reaching a mainstream audience, marketers are scrambling to understand how to seize this new opportunity. |
| Description: (continued) | Unfortunately, they're getting a lot of outdated advice from video search engine optimization (VSEO) experts who entered the field back in the early days - before December 2005. Many of these VSEO experts are still providing quick and easy tips for optimizing videos for Google Video. But these are no longer relevant. 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. Today, more than 100 million Americans watch over 6.3 billion videos on YouTube.com each month. However, YouTube doesn't crawl the web trying to index videos posted on millions of websites. Instead, users are now uploading 15 hours of new video to YouTube every minute. In fact, when it comes to helping Americans discover, watch and almost 63 videos a month, YouTube acts more like a video sharing site and less like a video search engine. 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. |
| Benefits | 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 a 79% share of US visits in February 2009, according to Hitwise. But it will also cover Google Video (4.5%), MySpaceTV (4.0%) and other video sharing sites and video search engines. It will focus on the US, but it will also cover Canada and the UK, where YouTube is also the top video destination. Here is an outline of the agenda:
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| About the Instructor |
Greg Jarboe is the president and co-founder of SEO-PR, a search engine optimization firm, public relations agency, and video production company. Founded in 2003, SEO-PR has won a Golden Ruler Award from the Institute for Public Relations and PR News, and was a finalist for SES Awards in three categories: best social media marketing campaign, best B2B search marketing campaign, and best integration of search with other media. Greg is a frequent speaker at Search Engine Strategies and is the news search, blog search, and PR correspondent for the search engine marketing news blog at Search Engine Watch. He is regarded as a pioneer and leading authority on online publicity and is a member of the Market Motive faculty. He is writing a book, YouTube and Video Marketing: An Hour A Day, which will be published in August by Wiley. |
Greg JarboeManaging Complex Search Programs
| Training type: | Enterprise Search Marketing |
| Time: | 1:00pm-5:00pm |
| Instructor: | Bill Hunt, formerly with Global Strategies International |
| Description: | 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: (continued) | 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? |
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| Benefits | 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? |
You'll leave with:
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| About the Instructor |
Bill is considered a top thought leader on global search engine marketing and social media. He is an internationally-recognized search marketing expert who has spoken at conferences in over 30 countries. Press, industry analysts, and corporate leaders frequently seek Bill's advice to effectively leverage enterprise/global search marketing and social media strategy. Bill was previously CEO of two of the largest global search marketing firms, Global Strategies and Outrider — both of which were acquired by WPP. As CEO, Bill grew both companies, oversaw global expansion, and provided strategic search marketing services for Fortune 100 companies such as Adobe, Cisco, IBM, Intel, Nestle, P&G, and Zurich Financial. Bill is currently on the board of directors of the SEMPO. He earned a B.A. in Asian studies/Japanese from the University of Maryland (Tokyo campus), and a B.S. in international business from California State University, Los Angeles. Bill is also a veteran of the Marine Corps. |
Bill HuntGetting Fluent in Search Marketing: A Fast-Track for Senior Managers
| Training type: | SEO/SEM Management Training |
| Time: | 1:00pm-5:00pm |
| Instructor: | Amanda Watlington, Searching for Profit |
| Description: | With search marketing gobbling almost half of all online marketing dollars, it is imperative for all entrepreneurs and/or C-Suite management to be fluent in search. This fast-paced training session is designed to give the senior manager a jumpstart on the critical issues related to managing this key marketing function. It will rip through the alphabet soup of search -- the PPC, SEO, SEM, CMS acronyms and delve into why you must align search to meet strategic marketing goals, budget for this key marketing effort, find the KPIs that fit your organization and break down the barriers to success in the organization. This will provide a framework for those who must manage search marketing at the senior level. |
| Who should attend? |
Entrepreneurs and C-suite executives and senior managers who must manage the strategic direction and allocation of resources for marketing in online and offline channels and want to rapidly develop an in-depth understanding of the fast-changing search channel. Whether you are new to search or a seasoned veteran, this workshop will help take you to a new level of understanding. |
| Benefits | Most search marketing training is directed at the tactical "how to" level or focuses on providing industry overviews. This seminar is focused on providing a strategic framework for managing search. After attending this workshop, you will understand:
What are the most typical barriers to success and how to evaluate whether they are cultural, organizational or programmatic |
| What will I learn? |
This workshop will combine lecture and case-driven exercises to explore the following topics: Search and the marketing mix.
Current search performance
The Vocabulary of Search
Governance
Resources Allocation
The Metrics of Success
Barriers to Success
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| About the Instructor |
Amanda Watlington is owner of Searching for Profit, a search marketing consultancy focusing on the interaction of the consumer with businesses, using search engines, RSS, blogs, podcasting, or other new media to deliver their messages. An industry thought leader and an internationally-recognized speaker, Amanda has led sessions on search marketing, web strategy, and social media at Search Engine Strategies, Webmaster World, Ad:tech, and DMA. She shares her views of where search marketing is headed on her blog, Blogs and Feeds, and as a blogger for Search Engine Watch. |
Amanda WatlingtonMobile Marketing 101
| Training type: | Introduction to Mobile Marketing & Mobile SEO |
| Time: | 1:00pm-5:00pm |
| Instructor: | Cindy Krum, Rank-Mobile, LLC |
| Description: | 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. |
| Benefits | After attending this workshop, you will be able to:
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| What will I learn? |
What is Mobile Marketing & Mobile SEO?
What are the Tenants of a Good Mobile Marketing Strategy?
How do you Develop a Mobile SEO Strategy
How do you Develop a Text Messaging Strategy?
How do you Develop a Mobile Coupon & Email Strategy?
What is the Future for Mobile Marketing?
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| About the Instructor |
Cindy Krum is passionate about bringing creative online marketing solutions to Rank-Mobile clients, working with them to develop high-level mobile and international marketing strategies. Cindy speaks at national and international trade events about mobile web marketing, social network marketing, and international SEO. She writes for industry publications and has been quoted in PC World, Internet Retailer, TechWorld, Direct Magazine, and Search Marketing Standard. She served as the co-chair of the SEMPO emerging technologies mobile web task force and is an active member of the search community. |
Cindy Krum
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 more tactical and practical discussion that's also crucial for those looking to master all things search.
—Aaron Goldman, VP, Marketing & Strategic Partnerships, Resolution Media
I had heard many great things about SES New York, and after attending, I will hands-down be another evangelist of SES! Job well done - the sessions were informative, the expo hall had interesting booths, and the event was efficiently organized. Thank you for a great week!
—Alicia Magda, Solid Cactus Inc.
SES New York 2009 was by far the best search engine marketing show I've been to in 4 years - and I go to them all! Kudos for a great event!
—Marc Poirier, Co-Founder & CMO of Acquisio
