Sponsorship/Exhibiting Opportunities:
For more information, please contact our Sales Department. You may also call
+1 646-755-7255 or send an email to sales@sesconference.com.

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

SES Search Engine Marketing (SEM/SEO) Training Workshops

Tuesday, May 5, 2009
7:00am-8:00am Continental Breakfast
8:00am-12:00pm Link Building Tactics, Tools & Techniques
12:00pm-1:00pm Lunch Break
1:00pm-5:00pm Advanced Keyword Research How to Effectively Use Social Media for Search Marketing Campaigns

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.

Link Building Tactics, Tools & Techniques
Training type:Link Building Workshop
Instructor:Debra Mastaler, Alliance-Link

Need links? In order to rank well and successfully promote your online business, you need an effective link building program as part of your over-all SEO strategy.

This link building workshop will help you to better understand and manage your link building campaigns by providing you with the knowledge to create proven, practical and creative link marketing campaigns. You'll walk away understanding why you need certain links, how to find them, and how to effectively use links to promote your brand and your search engines rankings.


Who is this workshop for?

This workshop is for anyone responsible for website promotion... SEO's, SEM's, bloggers, web designers, and/or business owners. This workshop will provide information on the most successful and current link building "tips and tricks" out there.


After attending this workshop, you will be able to:

  • Understand why search engines value links and
  • How link popularity and Page Rank works
  • Weather shifts in the search engine algorithms
  • Learn which linking schemes the search engines frown on and
  • Which linking tactics provide the most relevant one-way links
  • Learn how to attract links through content generation and
  • How to Use the new social media sites to gather links
  • Leave with clear link building methodologies and online resources to help you in your future marketing endeavors.
What will I learn?

Why Links are valuable

  • Definitions and concepts
  • Why the search engines value them
  • Page Rank facts and fiction
  • Latent Semantic Indexing (LSI), Trust Rank and other link analysis papers

Engine Buzz

  • What they're saying and how to use it

Link Spam and What To Avoid

How to Conduct a Link Analysis

  • What to look for
  • Free and paid tools to help
  • Finding those authority sites

Optimizing Your Internal Links

Linking Tactics

  • Reclaiming Links
  • Competitive Linking
  • Understanding RSS
  • Authority Linking
  • Finding authority sites
  • Becoming one
  • Content Generation
  • Using Blogs and Wiki's
  • Writing articles
  • Directories & DMOZ
  • Reciprocals
  • Working the Media/Press Releases
  • Trust Links
  • Social Networking Sites
  • Digg, Delicious
  • The Answer Sites, etc.

Paid Links

  • Text ads
  • Hosted content

About the Instructor

Debra Mastaler is President of Alliance-Link, an interactive marketing agency based in Williamsburg, Virginia and focused on providing custom link building campaigns and link training. In business since 2000, Debra offers a common sense approach to link building by combining traditional sales and promotional strategies with effective online search engine marketing tactics.

Debra is a featured guest speaker at the Search Engine Strategies Conference (SES), is a guest columnist for Search Engine Land and Search Engine Guide, has written widely on link marketing for publications including her link building blog The Link Spiel and is the link building moderator on the Small Business Ideas Forum.

In addition to client projects and link training for Fortune 500 companies as well as a number of top international SEO firms, Debra has provided link training sessions for the Direct Marketing Association, High Ranking Seminars and Search Engine Strategies.

From 2005-2006, Debra served on the Board of Directors of the Search Engine Marketing Association of North America as Secretary/Treasurer.

Advanced Keyword Research
Training type:Keyword Research Training
Instructor:Ron Jones, Symetri Internet Marketing

In this 4 hour training session attendees will explore the tools available for identifying, researching and zeroing in on the right keywords for your SEO or PPC campaign. We will walk through the process in theory first and then work on a real world example that leverages the latest tools available. Students are welcome to bring their laptops to this session. Wireless access will be provided.


Who should attend?

Anyone who needs to know where to place keywords for maximum effect, and wants to learn how to mix in additional search term modifiers that will leverage targeted search terms for greater traffic.


After attending this workshop, you will be able to:

  • Understand the role of Keyword Research/Discovery and how it is integral to SEO and PPC Campaigns
  • Identify and refine the initial set of possible keywords for any campaign
  • Analyze the initial set of keyword to identify and target the most popular keywords for your site and understand the difficulty of achieving top rankings for each search term.
  • Be able to score your keywords and sort them in order of which are most likely to lead to a conversion
  • 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.

Keyword Strategy and its role in SEO and PPC

  • Overview of importance of Keyword Research
  • SEO and PPC Comparisons
  • Developing a strategic keyword campaign

Keyword Identification

  • Customer analysis
  • Competitor analysis
  • Wordplay exercises
  • PPC Provider Suggestion Tools

Keyword Research Tools

  • Keyword Discovery
  • Wordtracker
  • Other Tools

Competitive Research

  • Learning competitors' keywords
  • Identifying broad, phrase, & exact match bids
  • Following competitors' ads

Organizing and Scoring Keyword Lists

  • Popularity
  • Specificity
  • Long Tail, Short Tail Keywords
  • Effectiveness Scoring

Analytics & Feedback Metrics

  • Converting Terms
  • Integration of SEO & PPC keywords
  • Learning which keywords convert
About the Instructor

Ron Jones is an Internet marketing consultant, trainer and owner of Symetri Internet Marketing. Ron has provided strategic consulting and Internet marketing solutions for companies such as Sealy Inc., Broyhill Furniture, Kimberly Clark Healthcare, Wachovia, Shaw Industries, and Kayser Roth since 1998.

Ron is actively involved in the SEM community and speaks at conferences and seminars. He hosts regional SEM events where he provides participants with SEM training and education best practices. Ron also serves on the marketing and education committees for SEMPO, and chairs the event subcommittee. Ron is also one of the authors of the SEMPO Institute Fundamentals and Advanced courses.

Ron is a columnist for Search Engine Watch and writes the SEM.edu column.

How to Effectively Use Social Media for Search Marketing Campaigns
Training type:Social Media Training
Instructor:Liana "Li" Evans, KeyRelevance

Over the past year, social media has experienced a virtual explosion and has become a major piece of the search marketing puzzle. Companies are amazed by the influence that social media is having upon the industry and want to understand how to use it effectively. From capturing traffic and links, to effectively converting the traffic, there are many aspects of social media that need to be considered. Figuring out which type of social media is right for your business is another factor in the search marketing mix. Do you sacrifice your steady customer base for a 1-day hit of traffic from Digg or do you focus on a more targeted blog or forum audience and educate them about your services and/or products? How do you combine this with your PPC and SEO efforts? All of this and more is covered in this course.


Who should attend?

Beginners in Search Marketing to experienced Search Marketers looking to understand more about social media and how to use it effectively.


This session will show you the entire realm of social media and how to use it effectively as part of a holistic marketing campaign. While many people think of Digg as the big player that they need to be working with, Digg is just one of many facets of social media. From social communities to photo sharing, blogging and forums, the Internet offers a world of opportunity waiting to be explored. You'll come away with great ideas on how to effectively leverage your brand, services and products in different social media environments.


Attendees will:

  • Understand the "Rules of Engagement"
  • Learn the difference that participation in social media will make
  • Gain understanding as to why keyword research is important in social media
  • Gain understanding as to why not every form of social media is the "right one"
  • Gain insight into the different types of social media such as:
  • Social News
  • Social SharingSocial Bookmarking
  • Social Networking
  • Stumbling, Wikipedia, etc.
  • Forums & Message Boards
  • Ratings & Reviews
  • Blogging

Social Media Agenda:

Overview of What Social Media is

  • What are the different types of social media
  • Why use it
  • What does it take to be successful
  • It's not a flash in the pan

Overview of Social News

  • What is social news
  • Who uses social news
  • How do I use it

Overview of Social Sharing

  • What is social sharing
  • Who uses social sharing sites
  • How do I use social sharing sites effectively

Overview of Social Networking Sites

  • What are social networking sites
  • Who uses social networking sites
  • How do I use social networking effectively

Overview of Social Bookmarking Sites

  • What are social bookmarking sites
  • Who uses social bookmarking sites
  • How do I use social bookmarking effectively

Overview of forums & message boards

  • What are forums & message boards
  • Who uses forums & message boards
  • How do I use forums & message boards effectively

Overview of Rating & Review Sites

  • What are rating & review sites
  • Who uses rating & review sites
  • How do I use rating & review sites effectively

Overview of Other Social Media Sites (StumbleUpon, Wikipedia, Yahoo! Answers, LinkedIn, etc.)

  • What are other social media sites
  • Who uses these other social media sites
  • How do I use these other social media sites effectively

Overview of Blogging

  • What is blogging
  • Who is blogging
  • Should I be blogging
  • How to effectively interact with bloggers
About the Instructor

Liana "Li" Evans is the Director of Internet Marketing at KeyRelevance. Since 1999 Liana has been active in the search marketing arena, becoming well-versed in all avenues of search marketing, but having a particular focus on natural search optimization, vertical search, social media and word of mouth marketing. She has also become well-versed in areas of the retail industry that are regulated by the FTC. Liana helped to design, plan & implement an Internet Retailer 500 company's efforts into natural search optimization, totally revamping out of date navigation and site architecture, with very successful results. Since 1992 Liana has been active in the technology fields being both a well-versed programmer and database programmer/designer, which lends well to her technical expertise in dealing with large scale retail sites and their dynamic nature.

"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 tactical and practical discussion that's also crucial for those looking to master all things search."
 —Aaron Goldman, VP, Marketing & Strategic Partnerships, Resolution Media

"As CMO of Marin Software, purveyor of the leading enterprise-class paid search management application,
I'm always looking for efficient and effective ways to reach our audience of search agencies and large-scale advertisers. To help us accomplish that, Incisive Media has assembled an impressive array of properties and programs such as the Search Engine Strategies Conference & Expo, SearchEngineWatch.com and Search Engine Watch Webcasts. We exhibit, present, sponsor and advertise at these venues and it's this sort of integrated marketing that delivers powerful results and best bang for the buck."
 —Marc Barach, CMO, Marin Software

"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 Francisco and Chicago."
 —Bill Muller, CMO, iProspect

"In terms of value, the global Search Engine Strategies Conference and Exposition series is one of the best
as it delivers an excellent 'bang for your buck' compared to the other events we have attended. Their seminars and panels consistently deliver literally hundreds of tips, tactics and strategies around improving your paid search and display campaign performance while offering up tons of info on optimizing your websites. In addition, the networking is second to none resulting in us taking home numerous qualified leads."
 —Alon Sheafer, VP Products and Marketing, Kenshoo

"As a speaker and Premier Sponsor of Search Engine Strategies for many years, Bruce Clay has always
found the information, networking, and vendor interaction to be fantastic, clearly contributing to our business and always justifying our participation."
 —Bruce Clay, President, Bruce Clay, Inc.

"SES is always a well-run show from start to finish. Well organized, great seminar sessions and good prospects."

 —Christa Roettele, Director, External Communications, TrueLocal

"Hitwise has been a sponsor at the Search Engines Strategies shows in the US and the UK for several years.
SES ranks among those shows from which we see the greatest return. The event provides us great brand visibility within the search marketing community as well as quality leads. It also is a great place for us to connect with our clients, many of whom come to this event for the networking as well as the extensive educational program."
 —Ginny Redgate, VP Marketing, Hitwise

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
Media Partners
Search Marketing Standard
In Association with
Search Engine Watch

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