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Half-day Morning Workshop
Advanced Keyword Research & Management
8:00-12:00pm
Google Instant, Bing's intent-based results and Social Media are creating a need for a new generation of keyword research, expansion and modeling techniques.
This workshop will guide you through ways to integrate and analyze data from search, social and traditional media to identify new opportunities and revenue streams.
Using provided worksheets, your data and these new techniques you will leave the session with actionable insights, new keyword opportunities and a radically different perspective of how to leverage and manage the gold mine of data you already have in your organization.
We will walk through the fundamentals of keyword research and then quickly move into techniques for mining and managing your keywords to identify missed opportunities and create actions that will increase the overall performance of your digital marketing activities.
Students strongly encouraged to bring their laptops and keywords to this session. Wireless access will be provided.
After attending, you will be able to:
- Understand the role of Keyword Management and Modeling and how it can positively impact Search, Social and Traditional media campaigns
- Develop, refine and maintain a master and tiered set of keywords them align them to search intent and buy cycles that will energize your programs
- Analyze and prioritize keywords into opportunity and value tiers to focus resources, budgets and content creation efforts
- Leverage the modeling worksheets and available tools to find gaps in your keyword set and low handing fruit
- More effective ways to communicate the need for aggressive keyword management in your organization and the benefits that can be achieved.
Who should attend:
Anyone who works in or manages Search Marketing, Social Media and Content Development in their agency or organization. This session is designed for the beginner and advanced alike since few take this advanced approach to researching, managing and modeling their keywords today.
Instructor:
Bill HuntSES Advisory Board; President, Back Azimuth Consulting
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Half-day Afternoon Workshop
Mastering the Google Display Network
1:00-5:00pm
The Google Display Network is an excellent channel to expand the reach of your PPC campaign within AdWords. When managed and optimized properly, the Google Display Network can significantly increase your impressions, clicks, conversions and revenue. However, this channel can be a bit tricky to master because it's so different from the Search network. In this session, we'll cover the tactics that can make the Google Display Network successful for your campaign.
This session is relevant for newcomers as well as experienced advertisers on the Google Display Network. We'll initiate our discussion by reviewing the fundamentals of display advertising via AdWords, and we'll also cover advanced optimization techniques as well.
Why this workshop is important for your PPC campaign:
Most internet users spend only about 5% of their time on search engines. They spend the rest of their time looking at actual content. If you are not utilizing display advertising, you are leaving a great deal of targeted traffic on the table for your competitors to snatch up. Each year the amount of display advertising inventory increases, and so does the competition. Get ahead of the curve by launching your display advertising initiatives, or optimizing and boosting your campaigns, now.
What you'll learn:
- How the Google Display Network functions and how it distributes your ads
- How to optimize your campaign settings
- How to use the numerous targeting options such as keyword targeting, site targeting, topic targeting and interest categories
- How to create Enhanced Campaigns by blending targeting tactics
- How to construct targeted audiences for Remarketing campaigns
- How to create successful text ads and image ads
- How to run the proper reports to get the best performance data and insight
- How to analyze display campaign metrics in order to fine-tune your performance
- How to understand the user intent and psychology of users on the Display Network
Instructor:
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Half-day Morning Workshop
Social Media Marketing For Your Business
8:00-12:00pm
More people check Facebook each day than listen to the radio or read a newspaper. If you aren't harnessing the power of social media you are missing out on a tremendous opportunity. Many businesses jump into social media without a clear path to success or an evaluation of all of the alternatives. Learn how to approach social media strategically, best practices and case studies that will put you on the path to success. Success in social media isn't as easy as it used to be - with an average person on Facebook connected to almost 200 people and pages your marketing needs to stand-out to make a difference.
In this session you will learn:
- The steps to building a successful social media marketing plan
- An overview of over 20 social media tools that you can use for your business
- A deep dive into the 5 power social media tools - Facebook, LinkedIn, Blogging, YouTube and Twitter
- How to judge success and measure results
- Best practices and examples of success
This session is for:
- Marketing managers
- Internet marketing managers
- Business owners
- Social media practitioners
- Businesses new to social media
- Businesses not getting results from social media
- Businesses looking to take their social media to the next level
As an ADDED BONUS you will also receive a social media planning template to get you on the right path to social media marketing success.
Instructor:
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Half-day Afternoon Workshop
Social, Local, Mobile (SoLoMo) Marketing
1:00-5:00pm
Who should attend:
If you are responsible for search marketing, sales, and revenue for your organization, this workshop is perfect for you. This session is designed for the beginner and advanced both, as we will provide a solid background of the Social, Local, Mobile opportunity based on research, and move through to advanced online and offline integration strategies.
What you will learn:
With the digital local advertising market expected to double by 2014 to $35 billion (according to The Kelsey Group), have you incorporated Local into your integrated strategy? Session participants will emerge with a better understanding of the local landscape and be better equipped to develop strategy and action plans to tap into this important lead and sales source.
The course will provide an overview of these localization strategies and supply concrete examples of best practices utilized by small SMBs and Fortune 500 brands.
Materials will cover:
- Trends, Usage, Demographics
- Strategy and Integration
- Social, Local, Mobile
- Importance and priority of the various media and platforms:
- Place Pages (Google, Yahoo, and Bing)
- Mobile (apps vs. browser based)
- Check-in Platforms (Foursquare, Gowalla)
- Social Platforms (Facebook, Google +1)
- Attribution
- Metrics & Measurement
- Online Research&emdash;Offline Purchase
With over 80% of consumer transactions happening within 15miles of the home or office, you owe it your company to applying the knowledge gained from the session into an action plan to enhance your overall marketing efforts.
Instructor:
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Half-day Morning Workshop
How to Architect a Search-Engine Friendly Website
8:00-12:00pm
A search-engine friendly website 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 needs of crawler-based search engines and your site's visitors. Ultimately, the site must be profitable for the website owner. Can a single site satisfy all of these groups? Yes it can... if you have the right architecture, navigation design, and page layouts.
In this 4-hour training session, attendees will learn the whys, whats, and hows of architecting a user-friendly, search-friendly, and persuasive site that converts visitors into buyers.
Who should attend:
Anyone who designs and promotes websites as part of their work should attend this workshop!
For new and experienced marketers: Whether you are a new marketer or a seasoned veteran, this workshop will help you take your campaigns to the next level of effectiveness. (HTML knowledge is not required.)
For new and experienced web designers: Minimize advertising expenses by creating search-friendly and cost-effective website designs. Learn how to avoid common pitfalls early in the design and architecture processes.
After attending, you will be able to:
- Architect a website that satisfies both your site's visitors AND search engines
- Create and maintain a successful information architecture - learn what SEMs don't know
- Understand the role of keywords in site navigation
- Effectively place targeted keywords on web pages, graphic image and video files
- Avoid common (and costly) architecture, navigation, and design mistakes
- Implement proven techniques and strategies for long-term results
Session 1: Redefining search-engine friendly design
- What it is and is not
- Why architecture and design are important for search engine visibility
- Fundamental building blocks of SEO
- 5 most important website design principles
- Findability and information scent
Session 2: Information Architecture and SEO
- Information architecture vs. technical architecture
- How to group and organize website content
- Keywords and information architecture
- Dos and don'ts: labeling content (web pages, images, videos)
- URL (web address) structure
- Common IA pitfalls
Session 3: Navigation Design and SEO
- Purpose of navigation
- Defining navigation scheme components
- Keywords, navigation, and other page interlinking
- Best and worst site navigation systems (with examples)
- No choice? Site navigation workarounds
Session 4: Web Page Architecture
- Types of web pages and how to optimize them
- Other types of search-engine friendly links
- Assigning navigation and other links to page types
Instructor:
Shari ThurowFounder & SEO Director, Omni Marketing Interactive
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Half-day Afternoon Workshop
Link Building Essentials
1:00-5:00pm
Need links? In order to rank well and promote your online business, you need quality links and lots of them as part of your over-all SEO strategy.
This four hour, hands-on training session will start with the basics of link building and finish with advanced content development strategies you can take back to the office and implement right away. You'll walk away with a clear understanding of link popularity and how to use it to your advantage as well as an arsenal of link building tactics, tips and sources.
What We Will Cover:
The SES Link Building Training Program is broken into six sections:
- Link Popularity. If you understand the concept of link popularity and how it works, you will have a clear advantage over your competitors. This section covers why links are important and how they influence the way a page ranks.
- Link building tools. There are a lot of tools out there, we'll cover key components from some and recommend how to use them.
- What to avoid when building links. There are a couple of hard and fast rules when it comes to linking; there are also large gray areas. We'll talk about all of it and share best practices so you understand the risks associated with certain techniques.
- Foundational link building tactics. Tactics such as directory submissions and blog commenting will be reviewed but we'll bump them up a notch so you get even more links from these techniques.
- Content development strategies. "Quality content" is the new black in link building but it's not easy to get your content on authoritative sites. We'll cover trends in publishing, what to write, and best promotion tactics. This is the largest section of the training session and includes a traffic generation blueprint you can take with you and use to promote your content.
- Using social media for links. This section will cover how to get the most out of using niche social media sites, Facebook, Google +, LinkedIn and Twitter for links as well as maximizing your content distribution.
Instructor:
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