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SES Search Engine Marketing (SEM/SEO) Training Workshops

7:30am-8:00am Continental Breakfast
8:00am-12:00pm Optimizing for Universal Search
Greg Jarboe, SEO-PR
Amanda Watlington, Searching for Profit
Landing Page Testing Hands On: Developing Your Action Plan
Tim Ash, SiteTuners.com
12:00pm-1:00pm Lunch Break
1:00pm-5:00pm Advanced Keyword Research
Ron Jones, Symetri Internet Marketing
How to Effectively Use Social Media for Search Marketing Campaigns
Liana Evans, KeyRelevance

These workshops will 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 will not only walk away with the knowledge and skills you need to be a successful search engine marketer, you will also jump-start your career and enhance your professional know-how. This in-depth training in a small class setting means that your instructor is 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.

Optimizing for Universal Search
Training type: SEO Training
Date: Thursday, November 6, 2008
Status: Spaces Limited
Time: 8:00am-12:00pm

Universal search changes everything! The advent of Google's Universal Search has been called "the most radical change to its search results ever." So, how do you take advantage of Google's new approach that blends listings from news, maps, video, and image search among those it gathers from web search? In other words, how do you get found in all the right places?

Who should attend?

Everyone who promotes Web sites as part of their work should attend this workshop. Web marketers should understand how to optimize and leverage their content and its distribution across news, image, and video search engines.


After attending this half-day workshop, you will be able to optimize, distribute and measure: Press releases ImagesMaps, Video files, RSS feeds, and free submissions for books and products. Attendees will also learn strategies and tactics for expanding the audience for their content through Google News, Yahoo! News, Google Maps, Google Product Search, Technorati, Google Image Search, Flickr, YouTube, Yahoo Video and a growing variety of other sites.


During this workshop, you will learn how to: Pick your target keywords for news, image, video and web search engines; Position your keywords in crucial locations; Create original and unique content of genuine value, including text, images and video; Avoid search engine stumbling blocks; Build inbound links intended to help people find interesting, related content; Just say no to search engine spamming; Submit your Sitemap, RSS feeds, and videos to search engines and directories; Verify and maintain your listings; and Go beyond web search engines to include key vertical search engines.

About the Instructor

Greg Jarboe is the president and co-founder of SEO-PR, a search engine optimization firm and public relations agency with offices in San Francisco and Boston. He is also a partner in Newsforce, developer of an integrated suite of press release SEO tools.

SEO-PR is one of 10 companies that Larry Chase's Web Digest for Marketers named to its Who's Who in SEO Experts. SEOmoz.org has put SEO-PR on its Recommended List of SEO Consultants, Experts, Firms and Service Providers.

Greg is a frequent speaker at Search Engine Strategies, WebmasterWorld's PubCon, and public relations conferences. He is also the news search, blog search and PR correspondent for the Search Engine Watch Blog.

Gord Hotchkiss, who writes the Out of My Gord blog, has called Greg "the guru of cranking up web visibility through effective optimization of press releases and leveraging news search." Lee Odden, who writes the Online Marketing Blog, has called Greg "a pioneer in the field of using search engine optimization in combination with press releases." And Matt McGowan, Vice President of Marketing for Incisive Media, has called Greg, "the industry's top expert in press release SEO and social media relations."

Greg has more than 25 years of experience in public relations, marketing, and search engine optimization at Lotus Development Corp., Ziff-Davis, and other companies. He graduated from the University of Michigan, attended the University of Edinburgh, and worked on his Masters at Lesley College.

Amanda Watlington Ph.D., A.P.R. Before setting up Searching for Profit, Amanda was director of research for a leading Search Engine Optimization firm. Her consultancy focuses on how businesses can leverage search engines and new media such as blogging, RSS and podcasting to achieve marketing objectives. She has over twenty years of experience as a communications, sales and business strategy consultant, and ten years as a Web marketer.

Amanda has developed award-winning print, web, training and presentation media. She has developed patent-pending language-based analytic tools and methodologies to support search engine marketing campaigns. She is a renowned expert on blogs, podcasting, and the language and psychology of search. The clients she has worked with include Fortune 500 companies, search engines, publishers and e-commerce merchants.

Amanda is the author of two books. Her most recent book is Business Blogs: A Practical Guide. Amanda is a sought-after presenter and a recognized industry thought leader. She appears regularly as a speaker at Search Engine Strategies and DMA's Annual and Multi-Channel Marketing conferences. She serves on DMA's Search Engine Marketing Council, of which she is the past co-chair. She is the chair of the Web Analytics Association's research committee and has served on the search and research committees of IAB.

Her education includes a Bachelors Degree in Classical Civilization from Douglass College in New Jersey, a Ph.D. in Classics from the University of North Carolina at Chapel Hill, and an M.B.A. in Marketing from Eastern Michigan University. She is a member of the Direct Marketing Association (DMA), the Web Analytics Association (WAA), the Public Relations Society of America (PRSA) and has an APR accreditation.

Landing Page Testing Hands On: Developing Your Action Plan
Training type: Landing Page Optimization and Testing Training
Date: Thursday, November 6, 2008
Status: Spaces Limited
Time: 8:00am-12:00pm

Changes in landing page efficiency can dramatically improve the profitability of your online marketing programs. This fast-paced and practical hands-on training will provide you with a crash course in landing page optimization and testing. It will also allow you to develop a personal action plan that is tailored to your specific business.

All participants will receive a copy of Tim Ash's book Landing Page Optimization: The Definitive Guide To Testing & Tuning For Conversions. Short lecture segments will alternate with practical hands-on work. Participants will complete structured exercises to apply each module to their situation. By the end of the session you will have a complete action plan that can be immediately implemented.

Who should attend?

This workshop is designed for people who want to quickly turbo-charge their company's landing page performance. You should ideally already have an established online marketing program with significant web traffic.

  • CMO's
  • Marketing directors
  • SEM/SEO campaign managers
  • Online media buyers
  • Webmasters & web designers
Benefits/What Will I Learn?
  • How to define mission-critical parts of your website
  • Segmenting your online audience
  • Defining and measuring the appropriate conversion action
  • Modeling the financial benefit of landing page testing
  • Understanding the psychology of your audience
  • How to select the proper traffic sources for your test
  • Critical steps in the visitor's decision process
  • Uncovering problems with your landing page
  • Deciding what page elements to test
  • Picking the right testing method
  • Properly analyzing your test results
  • Avoiding common testing pitfalls
  • Gathering the required team and resources
  • Setting up and running your test
About the Instructor

Tim Ash is recognized expert in field of landing page optimization. He is the President and co-founder of SiteTuners and its parent company Epic Sky. SiteTuners improves the conversion rates of website landing pages through state-of-the-art scientific testing. Tim has worked with American Express, Sony Music, American Honda, COMP USA, Coach Bags, HomeGain, Harcourt Brace & Co., Universal Studios, Scan Alert (Hacker Safe), Eaton, RealAge, Guidant, TrizecHahn Centers, SAIC, Pyxis, and B.F. Goodrich Aerospace to develop successful Internet initiatives. He has chaired Internet conferences, and spoken at numerous industry events including PC Expo, Search Engine Strategies, the Affiliate Summit, EcomXpo, Casino Affiliate Convention, and Internet World. Tim has written several articles on harnessing the power of the Internet for business and is a contributing columnist for industry publications. He is the author of the book Landing Page Optimization: The Definitive Guide to Testing & Tuning for Conversions (John Wiley Press 2007).

Advanced Keyword Research
Training type: Keyword Research Training
Date: Thursday, November 6, 2008
Status: Spaces Limited
Time: 1:00pm-5:00pm

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?

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.


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, who has provided strategic consulting and Internet marketing solutions for companies like 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
Date: Thursday, November 6, 2008
Status: Spaces Limited
Time: 1:00pm-5:00pm

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 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

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Search Marketing Standard
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