Search Training Classes
August 11, 2006
Marriott Hotel, San Jose, CA
There is an additional cost to register for training. Full–day registration cost: $1,295. Half–day registration cost:
$695. Seats are limited in order to provide personal training to all, so please register soon to ensure that we reserve a
spot for you.
We´ve expanded the content and focus of this year´s SES SJ event by offering an additional day dedicated to
intensive workshop training. We will be conducting four half–day classes at the Marriott Hotel on Friday, August
11th. These classes can be taken in addition to the conference or independently. The added training day has been created
to provide attendees with guided, hands–on exposure that puts theory into practice in a highly interactive
environment. These workshops are conducted by the industry´s top experts and provide you with the practices,
applications, and hands–on exposure you need to become (and remain!) a top performer in your field. In the end,
you´ll not only walk away with the knowledge and skills you need to be a successful search engine marketer,
you´ll also jump–start your career and enhance your professional know–how. This in–depth training
in a small class setting means that your instructors are readily accessible for informal one–on–one or small
group discussions. Whether you are a consultant, site designer, website owner, or in–house marketing professional,
you cannot afford to miss this opportunity to experience firsthand the latest developments in search engine strategy.
No matter where you are in the SEO & SEM process, you will leave these intensive workshops with the necessary
skills and tools to improve your business results and take your search engine marketing to another level .
During this intense, intimate and informative day of workshop training, world acclaimed search engine marketing gurus
Shari Thurow, Greg Jarboe, Jamie O'Donnell,
Andrew Goodman and Dan Thies demystify the complex art and science of SEO/SEM
by sharing authorative personalized advice, insider perspectives and hands-on demonstration. Each of our workshop providers
is a leader in their respective field and have achieved top ranking results for their sites and those of their national and
international clients. Join us on August 11th and take advantage of their seasoned expertise by going behind
behind-the-scenes in a high impact learning environment that demonstrates how SEM really works.
A search–engine friendly Web site is a user–friendly, search–friendly, and persuasive site that converts visitors into
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. Ultimately, the
site must be profitable for the Web site owner. Can a single site satisfy all of these groups?
This presentation will how these skills are essential for building a user–friendly, search–friendly, and persuasive site
that converts visitors into buyers.
Who should attend
Everyone who promotes Web sites as part of their work should attend these workshops! 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, our search engine marketing workshops 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 come from many different industries, including:
Web site designers and developers
Web site usability
Sales and marketing consultants
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 industry.
Build a Web site that satisfies your both site´s visitors AND the search engines
Design dos 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
About the instructor
Shari Thurow is a sought–after speaker and trainer on the topics of search engine–friendly Web site design and Web site
usability. A popular speaker at Search Engine Strategies, web site design, and online marketing conferences worldwide,
Shari´s sessions are very popular and four–star rated.
Shari is the Webmaster and Marketing Director at Grantastic Designs. She has been designing and promoting Web sites since
1995, and is outsourced to many firms throughout the U.S. She has a 100% success rate for getting client sites ranked at
the top of search engine and Web directory queries.
She is the author of Search Engine Visibility and a regular columnist for Clickz and SearchDay. Shari is currently a
graduate student at University of Illinois at Urbana–Champaign, specializing in human/computer interfaces for the
Library and Information Sciences Department.
Grantastic Designs, Inc. has designed and successfully marketed Web sites for a wide variety of industries. Clients
include Microsoft, AOL, Yahoo, HSBC, National Cancer Institute, WebMD, Reader's Digest, and many other well–known brands.
Understanding search engines
8:00 – 8:50 a.m.
The major search engines and how they work
Anatomy of search engine results pages (SERPs)
Types of search engine marketing
Questions and answers
8:50 – 9:00 a.m.
Search engine optimization (SEO) process
9:00 – 9:50 p.m.
Defining the full SEO process:
Monitoring – managing expectations
Web positioning vs. Web analytics software
Questions and answers
9:50 – 10:00 a.m.
SEO Process – Site architecture and page design
10:00 am to 10:50 am
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
Questions and answers
10:50 – 11:00 a.m.
SEO Process – Link development
11:00 am to 11:50 am
What is popularity?
Why link development is important for search engine visibility
Characteristics of effective link development
Competitive link development strategies
Questions and answers
Paid Search Fundamentals
Paid Search Fundamentals
Paid Search Fundamentals Training
Aug. 11, 2006
Many marketers say that nothing matches the control, measurability, and ROI they get from paid search marketing campaigns
using programs such as Google AdWords and Yahoo! Search Marketing. Buying targeted clicks isn´t just the "next best thing"
to attracting free "organic" search referrals to your website – many say it´s actually better!
If you count the parallel "content targeting" options available by enabling some settings in the same advertising
interfaces, paid search now accounts for 50% of all online advertising spending. Developing expertise in this area is
rapidly becoming a must for any serious online marketer.
In this full day seminar, Andrew Goodman, author of Winning Results with Google AdWords and Principal of Page Zero Media, will cover key principles that drive campaign results. In addition, attendees will be introduced to “hard problems” that can lead marketers to take “wrong turns.” Group exercises and live examples will allow us to customize the session to be a “working day” tailored to your company’s needs. (It’s also a lot of fun!)
Who Will Benefit
Any company or organization needing to generate cost–effective leads or sales through their website, or anyone who advises
companies on their web strategy or sales. Some familiarity with the user search experience, and an interest in measuring
the results of marketing campaigns, is helpful. Those with existing paid search campaigns, especially those with campaigns
recently launched or undergoing review, will be the most likely to benefit from this seminar. The topics denoted with
asterisks (*) are considered "practicum" and will typically break from presentation format to show live examples; audience
participation and questions are particularly welcome in these sections. To get into the spirit of the session, the
instructor recommends consulting any of the following books ahead of time:
Winning Results with Google AdWords, Andrew Goodman
Survival is Not Enough; Purple Cow; Permission Marketing, Seth Godin
Good to Great, Jim Collins
When signing up, don´t hesitate to contact the instructor at agoodman [at] [his gmail address] with your quick take on
which of the subtopics below is most important to you, as time will be short and the seminar is intended to focus on the
needs of the group.
Intro: Where Paid Search Fits in the Advertising Landscape
Understanding how much priority to place on paid search
We're Hedgehogs, Not Rock Stars, or why every tweak counts
Paid search ads to grow a business (not "to get rich")
Why CPC? How you pay for search & contextual ads is evolving
Meet the Group (What Are Your Challenges?)
The User Search Experience and How it Looks/Feels
Eye tracking studies: do you need to be in "premium" ad positions to attract clicks?
Where your ads show up, and why
The "scenarios" concept (Eisenbergs)
Planning, Forecasting, and Campaign Setup
What should I budget?
What CTR? Conversion Rate? ROI? Is reasonable?
Looking at key campaign settings: looking at budget settings, ad rotation, dayparting, geotargeting, and more
Writing Better Ads: Basic to Advanced
What elements of ads can be tested
How to test, how to interpret a test
Is it only about performance? (no, not 100%)
New ad formats: banners, video…
Bidding to ROI ∓ related metrics
Bidding to establish position
Competitive jockeying and bid management
Pitfalls of bid management and bid management tools
Dayparting: what it is, whether it´s for you
Keyword Resarch and the Long Tail of Search
Not all accounts warrant 20,000 keyphrases – which do?
Rationales for large keyword lists: a re–examination
Key concepts in keyword expansion
Guerrilla concepts in keyword expansion
Tools you can use
Special Topic: Trademark and Keyword Advertising
Different Business Models, Different Tactics: Case Studies (eg. Fast Moving Retail vs. High–Consideration B2B)
Measurement Issues – Tracking ROI, Choosing Analytics Software. Remember, there can be no absolute measure of ROI.
So what can the primary uses of ROI–related metrics be for campaign management and improvement? In this part, we´ll
discuss how to get your campaign set up properly from the start, including settling on key performance indicators, a
tracking "regimen," and setting up analytics software. Some examples will be shown of live web analytics reports and
what they can do to improve ROI.
Landing Page Testing, Site Architecture, and Conversion Rates. What´s a landing page? What is the best one to send
visitors to? What are some common myths and best practices in improving conversion rates from a click to a sale? Don´t
fill a leaky bucket. If you choose the wrong pages or send searchers to an unpersuasive site, quite simply, they will
not buy or take desired actions. To avoid burning the budget, you may need to get back to the drawing board with your
site (or at least key landing pages) before you begin buying traffic.
Advanced Trend: AdWords Quality Scores. Google´s new auction format is complex and may negatively impact some businesses
more than others. Case examples and a broader explanation of trends in Google´s approach to relevancy.
Advanced Strategy: Search Engine Relations and the Search Engine Marketing Ecosystem. How do the leading search engine
traffic vendors deal with small clients? Large clients? Competitors? Agencies?
Yahoo SM & MSN adCenter: Key Differences & Trends. Although time may be limited, a look at interesting features from
the #2 and #3 paid search vendors is a must. Discussion of different tactics that may be required to succeed with these
Contextual Advertising: What Is It, How to Buy It, What to Avoid. A brief overview of contextual ad programs, and some
settings that may help you control, measure, or opt out of this kind of traffic.
Combatting Click Fraud: A Balanced Perspective. Examining the main sources of click fraud and the leading tactics for
discovering and documenting it, and seeking refunds.
Conclusion: Commonalities between Paid Search & SEO
If time: Campaign Clinic, further Q&A
Press Release SEO Workshop
Press Release SEO Workshop
News Search Engine Optimization Training
Aug. 11, 2006
Each month, millions of people in the U.S. use Google News, Yahoo News and other news search engines to find the latest
information about a wide range of topics that interest them. According to Hitwise, the market share of Yahoo News and
Google News rivals other news and media websites such as CNN.com, MSNBC, USAToday, The New York Times, and BBC News.
When they conduct a news search, they often find recent and relevant press releases along with articles from thousands of
other news sources. According to a new report from Outsell, a leading market research company, press releases have
leapfrogged over trade publications to become the top news source. The report is based on surveys of 5,740 knowledge
workers taken from November 2005 to February 2006.
According to Outsell, there has been an "eye–popping shift in most–used information types." Only 10% of knowledge workers
in the corporate sector used press releases as news sources from September 2004 to January 2005, compared to
35% who used trade publications during the same period. That changed dramatically from November 2005 to February
2006, which found 37% of knowledge workers using press releases as news sources, compared to 26% who used trade
If your company´s marketing and public relations strategy includes the Internet, your press releases should be optimized
for and distributed to the major news search engines.
Who is this workshop for?
This workshop is for executives, managers and professionals in public relations agencies, corporate communication
departments, and search engine optimization firms. Participants should bring a wireless laptop computer.
The hands–on portion of the workshop will also be more valuable if each participant can submit a recent press
release or a draft press release in advance.
How will I benefit?
After attending this half–day workshop, you will be able to:
Get high keyword ranking in Google News and Yahoo News;
Expand publicity in news media and blogs;
Increase traffic to your web site;
Generate more leads;
Boost online sales; and
Measure marketing ROI.
What will I learn?
In this workshop, you will learn how to optimize press releases, distribute them to news search engines, and measure your results.
Some of the best practices that will be covered in this workshop were mentioned in an article by Steve Lohr in The New York
Times on Sunday, April 9, 2006, entitled, "This Boring Headline Is Written for Google."
Search engine experts told Lohr that news search engine algorithms "scan the title, headline and at least the first hundred
words or so of news articles," so it "would be wise to do a little keyword research to determine the two or three
most–searched words that relate to their subject – and then include them in the first few sentences."
So, during this workshop, you will learn how to:
Conduct keyword research to find at least three relevant terms that your target audiences are likely to use for a news search.
Edit your press release – particularly the headline and first two paragraphs – to improve news search engine rankings.
Add hyperlinks intended to help people find interesting, related content, when applicable.
Distribute your press release through the major news search engines and a variety of other channels to reach your target audiences.
Measure results of your campaign whether your objective is to build brand awareness, increase web site traffic, generate sales leads, or sell products online.
Who are the workshop leaders?
Greg Jarboe and Jamie O´Donnell are the co–founders of
SEO–PR, a search engine optimization and public relations firm
specializing in news search, blog search and vertical search. SEO–PR has been praised by Danny Sullivan, Editor of
Search Engine Watch, for "focusing on search as a public relations tool." SEO–PR and one of its clients, Southwest Airlines,
won the 2005 Golden Ruler Award from the Institute for Public Relations for "using new media and new techniques to
tie public relations to sales."
Greg and Jamie have been called "SEO experts" by Larry Chase´s Web Digest for Marketers, "PR pros"
by Jack O´Dwyer´s Newsletter, and "measurement mavens" by Katie Paine´s One–Minute Benchmarking Bulletin.
They have held similar Press Release SEO workshops for a variety of clients, including Southwest Airlines,
Symmetricom, Verizon SuperPages.com, and the Wharton School of the University of Pennsylvania.
Greg is a frequent speaker at Search Engine Strategies, a guest writer for Search Engine Watch, and the editor of SEO–PR´s
News Blog. He has more than 25 years of experience in public relations, marketing, and search engine optimization at Lotus
Development Corp., Ziff–Davis, and other companies. Greg graduated from the University of Michigan, attended the University
of Edinburgh, and worked on his Masters at Lesley College. He lives in Acton, Massachusetts, is a former Chairman of the
Acton Board of Selectmen, and won two New England Press Association awards as editor of The Acton Minute–Man.
Jamie has more than 20 years of public relations experience pitching mainstream media, trade press and online publications.
He has spoken at Search Engine Strategies, PRSA National Conference, several chapters of The Business Marketing Association,
and the American Marketing Association. Jamie has ghostwritten articles for SEO–PR clients that have appeared in DM News,
B2B Online, and other online advertising publications.
Before co–founding SEO–PR, Jamie was President and co–founder of IDM Partners, an online direct marketing agency. Prior to
that, he was President and co–founder of the JONA Group, a San Francisco PR firm that worked with leading VC firms to
launch over 50 Internet start–up companies. Before that, Jamie was the Vice President of the Enterprise Software practice
at Hi–Tech Communications, a Shandwick agency. Prior to that, he was Corporate Communications Manager at Lotus Development
Jamie graduated from Boston College, earned his first Masters degree from Boston College and his second Masters degree in
communications at Boston University. He has won two Bell Ringer Awards from the Publicity of Club of Boston. Jamie has
lived in San Francisco for more than 15 years.
Keyword Research Workshop
Keyword Research Training
Aug. 11, 2006
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" Dan Thies 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 is this workshop for?
This program is intended for SEO/SEM 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.
How will I benefit?
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.
No More Secrets: Extracting competitor´s keyword lists
Identifying broad, phrase, & exact match bids
Tracking competitors´ ads
Organizing & Managing Keyword Lists
How far should you go?
Analytics & Feedback Loops
Creating synergy with SEO & PPC
Tying conversion to keywords
Closing the loop on conversion
Who are the workshop leaders?
Dan Thies has been helping his clients (and friends) promote their businesses online since Netscape was a start–up. He is
the author and publisher of the top–selling e–book "Search Engine Optimization Fast Start," now in its 4th edition. Dan
launched SEO Research Labs in early 2003, following numerous requests from readers for keyword research services.
SEO Research Labs´ services were initially available only to readers of "SEO Fast Start," with Dan personally preparing
each report. Outsourcing services for search engine marketing consultants and site designers were offered beginning in
the summer of 2003, which required an expansion in staffing. With a team of 3 consultants in place, Dan is responsible
for managing business relationships and driving the development of new processes and tools.
In December 2003, Dan was invited to speak on the "Search Term Research" panel at the Search Engine Strategies conference
in Chicago, and is now a regular speaker on keyword research. Dan is moderator of the keyword research forum at the High
Rankings forum. Dan recently joined the executive committee of SEOPros, the organization of search engine optimization
If you have questions or would like to register for the supplemental training sessions, please email our
Registration Department at email@example.com or call (203) 295–0050. There is an additional cost to register for
training of $1,295 for a full day or $695 for a half day.