SES Search Engine Marketing (SEM/SEO) Training Workshops
| 7:30am-8:00am | Continental Breakfast | |
| Full-day Workshop | Half-day Workshops | |
| 8:00am-12:00pm | Search Marketing Boot Camp |
Search Engine Optimization (SEO) Workshop |
| 12:00pm-1:00pm | Lunch Break | |
| 1:00pm-5:00pm | Search Marketing Boot Camp |
Google AdWords Tactics to Improve Your ROI |
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: | Search Engine Marketing Training |
| Time: | 8:00am-5:00pm (Lunch will be served from 12:00pm - 1:00pm) |
| Instructors: | Jennifer Evans Laycock, SiteLogic Matt Bailey, SiteLogic |
| Description: | Get more people to your site and get them to do what you want them to do - bottom line. Every day that you don't take action, you are losing and your competitors are gaining. By applying the techniques you gain in this boot camp, you'll stop losing customers immediately. Learn the basics of SEO and how they also apply to making your website easier to use. Get killer social media and blog tactics that are safe, effective and attainable. We'll finish by showing you how to use your analytics effectively and make sense out of all those numbers. Don't get left behind! |
| Description: (continued) | With search engine marketing quickly expanding beyond the simple realm of keyword research, on-page optimization and traditional paid search campaigns, it's becoming more and more difficult for businesses to know how and where to break into the mix with their own search related marketing efforts. If you are planning on attending Search Engine Strategies Toronto, but are not yet familiar with the nuances of search engine marketing, link building, viral marketing and online reputation management, this workshop will provide you with a crash-course in all things search marketing related. |
| Who should attend? | This workshop is for anyone new to the world of search engine marketing that wants to gain a better understanding of the basic concepts at play in this field before attending the more in-depth sessions offered at the Search Engine Strategies Conference series. |
| Benefits |
After attending this full-day workshop, you will have a solid base level understanding of concepts that are vital to search engine marketing including:
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| Agenda |
In this workshop, you will gain a better understanding of the current state of search engine marketing and how it applies to various business models. While this workshop will include a focus on the basic concepts behind search engine optimization and paid search advertising, it will also explore "alternative" search marketing techniques like link baiting and viral marketing, social media outlets, blog marketing, online reputation management and local search. In a world that moves as fast as the Internet, learning the basic concepts and techniques that form the building blocks of a solid search marketing plan can be difficult. Without those basic building blocks, marketers often find themselves spinning in circles to keep up with the wide array of search marketing related options. During this workshop, you will learn how to:
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| About the Instructors |
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. Matt Bailey is the president and founder of SiteLogic, a website marketing consultancy, and has been training businesses about website marketing since 1997. He is in demand worldwide as a speaker for the Search Engine Strategies conferences, the Direct Marketing Association (DMA), and the American Advertising Federation. He speaks at over 30 international conferences, seminars, and training sessions each year. Seminar attendees consistently rave about Matt's conversational, entertaining speaking style and his ability to explain high-level search marketing concepts in a way that even "non-techies" understand. Matt is the primary trainer and developer for the DMA's search engine optimization certification program, and the trainer for its two-day website marketing seminar. This year, Matt was selected as the DMA's emissary to France because of his expertise in search marketing. |
Jennifer Evans Laycock
Matthew BaileySearch Engine Optimization (SEO) Workshop
| Training type: | SEO Training |
| Time: | 8:00am-12:00pm |
| Instructor: | 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, MSN Search, 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 ThurowGoogle AdWords Tactics to Improve Your ROI
| Training type: | Google AdWord Training |
| Time: | 1:00pm-5:00pm |
| Instructor: | Brad Geddes, bgTheory.com |
| Description: | 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. |
| Benefits/What Will I Learn | Agenda
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:
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| About the Instructor |
Brad is the founder of bgTheory.com, a company dedicated to consulting, educating, and training businesses on Internet marketing theory and best practices. Before forming bgTheory, Brad was the director of search for RH Donnelley, a leading publisher of Yellow Pages. He has also provided usability, PPC, and SEO consulting services to a wide range of companies over the years. He's been involved in online advertising since 1999, and has written extensively on Internet marketing. One of his trademarks has been demystifying many of the more complicated aspects of SEO, PPC, and Internet advertising. Not one to hold secrets, Brad prefers to educate his people on the various aspects of crafting successful marketing campaigns to ensure the success for all parties involved. |
Brad Geddes
Every 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
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.
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
