Search Engine Strategies (SES) London

Search Training Classes - Friday, February 22, 2008

Search Engine Strategies presents SEM Training Workshops, including optimization and advertising strategies, tactics and best practices. In order to keep the training intimate, seats are limited, so please register early. Greg Jarboe, Amanda Watlington, Jennifer Laycock, Christine Churchill and Matt Bailey all present onsite to help you grow your business.

Cost:

Full-day registration cost £575. Half-day registration cost £475.

Training can be taken in addition to the SES London conference or independently, as workshops are on the Friday following the event.

8:00am-12:00pm	Optimizing for Universal Search Greg Jarboe, SEO-PR Amanda Watlington, Searching for Profit	Reaching Your Audience Through Blogs Jennifer Laycock, Search Engine Guide
12:00pm-1:00pm	Lunch Break
1:00pm-5:00pm	Making Pay Per Click Pay - Best Practices in Pay Per Click Advertising Christine Churchill, KeyRelevance	Usability & Accessibility Matt Bailey, SiteLogic

Students will be provided with guided, hands-on exposure that puts theory into practice in a highly interactive environment. These workshops, taught by world acclaimed search engine marketers Greg Jarboe, Amanda Watlington, Jennifer Laycock, Christine Churchill and Matt Bailey, will provide you with the practices and applications 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.

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.

[ back to top ]

Optimizing for Universal Search

Event name:	Optimizing for Universal Search
Event type:	SEO Training
Date:	Friday, February 22, 2008
Status:	Spaces Limited
Time:	8:00am-12:00pm
Description:	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? [ back to top ]
Who is this workshop for?	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.
How Will I Benefit?	After attending this half-day workshop, you will be able to optimize, distribute and measure: 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.
What Will I Learn?	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 has been praised by world-renowned search authority Danny Sullivan for "focusing on search as a public relations tool." 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 G. 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.

[ back to top ]

Reaching Your Audience Through Blogs

Event name:	Reaching Your Audience Through Blogs
Event type:	Search Engine Marketing Training
Date:	Friday, February 22, 2008
Status:	Spaces Limited
Time:	8:00am-12:00pm
Description:	With more than 71 million blogs currently being tracked by Technorati, the opportunities for businesses to speak with their customers is nearly unlimited. That's why more and more companies are turning to the blogosphere to connect with consumers. Never before have businesses had such effective access to the frustrations and desires of their target audience. [ back to top ]
Who is this workshop for?	This workshop is for marketers and business owners that want to learn more about harnessing the power of blogs to build buzz about their business online. It will cover the use of both internal blogs and third party blogs as we explore what sparks conversation and passion in readers and how to leverage that conversation and passion for marketing purposes.
How will I benefit? What Will I Learn?	After attending this half-day workshop, you will have a solid understanding of concepts that are vital to reaching out to consumers via blogs including: Why blogs are the fastest growing form of consumer generated media How blogs can change the way you interact with your customers How to engage your target audience in conversation and how to put what you learn into action Why blogging works for both B2B and B2C companies How to avoid the most common corporate blogging mistakes Crisis control tactics in case you encounter negative blogging In this workshop, you will gain a better understanding of the concepts, ideas and implementations that are required to launch an internal blog or to market through third party blogs. You'll learn why so many companies are launching corporate blogs and how they are creatively using them to advance their brand and marketing campaigns. You'll also learn how to leverage other people's blogs to build your company's reputation, address criticism and introduce new products. The workshop will give real life examples of both good and bad blog campaigns as well are sharing insight on how your business can build their own blog style based on consumer feedback. During this workshop, you will learn: How to find your corporate blogging voice What resources are needed to launch an effective corporate blog How to balance sales and information to build a more loyal readership Why pitching bloggers is different than pitching traditional media Why companies ignore blog comments at their own peril
About the Instructor	Jennifer Laycock is the Editor-in-Chief of Search Engine Guide, an online publication aimed at educating Small Business owners about search engine marketing, viral marketing, social media marketing and blogging. Jennifer also operates as an independent online marketing consultant specializing in organic search marketing and viral marketing. Her clients have included companies like Verizon, American Greetings, Highlights for Children and Option-Line, a national crisis-pregnancy hotline. She is also the author of the popular e-books "The Small Business Guide to Search Engine Marketing" and "Zero Dollars, a Little Talent and Thirty Days." Jennifer is a requested speaker and has served as both a panelist and a moderator at Incisive Media's popular Search Engine Strategies conferences, the eComXpo virtual trade show, Microsoft's Small Business Summit and several local search marketing training seminars. In 2005, Jennifer delivered the keynote presentation at the MIVA Small Business Conference. She has also been interviewed and quoted by a variety of publications including The Financial Times, USA Today, The San Francisco Chronicle, The Wall Street Journal, The Washington Post and Entrepreneur magazine.

[ back to top ]

Making Pay Per Click Pay- Best Practices in Pay Per Click Advertising

Event name:	Making Pay Per Click Pay- Best Practices in Pay Per Click Advertising
Event type:	Paid Search Training
Date:	Friday, February 22, 2008
Status:	Spaces limited
Time:	1:00pm-5:00pm
Description:	Paid Search is one of the fastest and most effective ways to gain a presence on the search engines. Done incorrectly it can also be one of the costliest. There are many diverse components to a pay per click campaign, but all have to work together to achieve the best return. This comprehensive training program will familiarize attendees with a multitude of paid advertising subjects. The course covers material for both the beginner and experienced advertiser. Attendees will learn about the paid search landscape - the players and the many paid search advertising options available. The course also covers the steps involved in setting up and optimizing a paid campaign to ensure every click counts. This interactive training provides best practices on how to select and evaluate keywords, tips on writing effective ads and optimizing landing pages, and in addition will show you how to establish an overall PPC strategy for bidding and budgeting for campaigns. This training includes guidance on structuring your PPC campaigns for easy maintenance and best returns. Is your company budget conscious? We'll show you ways to stretch your click dollars and alert you to budget disasters. We include a segment on analytics that show you easy ways to monitor performance and capture the information detail you need to make good marketing decisions. This half day training session provides practical real-world solutions and techniques to help you get the most from your paid advertising. [ back to top ]
Who Is this Workshop For?	Anyone involved with marketing and sending traffic and leads to a website will likely benefit from this training workshop. Marketing Directors, search professionals, Internet consultants, CEOs, Advertising Executives, Media Directors, Product Managers, Creative Directors, Webmasters, as well as business owners who want to learn more about paid advertising. Search managers will gain new insight and ideas on how to improve campaigns they manage.
How Will I Benefit?	This is a comprehensive training session that includes real-world information for users and managers. The practical advice and best practices taught in the session will help attendees run more efficient campaigns with higher returns. Attendees will: Enhance their knowledge base about paid search and its many options Understand the components of a good paid advertising strategy Learn proven techniques to select and evaluate keywords that produce results Acquire tips on developing effective ads and landing pages that convert visitors to buyers Discover ways to measure paid search performance and learn techniques to optimize campaigns Gain new insights into bidding strategies and campaign management Increase their skills and comfort level working in the paid search field
What Will I Learn?	PPC Agenda: Introduction to Paid Search Advertising The Search Landscape Major Players and programs Comparison of Paid and Organic Benefits and Uses of Paid Search Marketing Mix Comparison of three big players - Google, Yahoo, MSN Keyword Research for PPC Brainstorming Keywords How to Expand Keyword Lists Evaluating Keywords How to "bucket" keywords Matching Options Negative Keywords Keyword Tools Keyword Strategies Tips on Developing Effective Ads Editorial Guidelines Best Practices Insider Copywriting Tips Testing Ads Landing Page Optimization Components of a good landing page Conversion Tips Quality Score Factor Testing methods A/B Split and Multivariate Testing software Bidding and Campaign Management Strategy Management Tools Tips to simplify management and increase effectiveness Bidding Strategies For Position For ROI Dayparting Geo Targeting Options IP Targeting Geo Keywords Pitfalls and Tips Budgeting and Forecasting Traffic Estimating Click Through Rate Expected spends Campaign Management Strategies Optimization Techniques Tools Available Conversion Analysis Identifying Metrics Tracking Methods Methods to improve conversion Ways to find the weak link in the conversion chain Tools Available Reporting What to track Tools for tracking Reports Ad Types and Networks Search Ads Text Ads Contextual Ads Local and Geo targeted Ads Graphic, Video, Mobile Ads Niche and vertical networks Quality Score What it is and how it works Tips to optimize campaign to improve Quality Score Minimum Bid Price Ad Position Troubleshooting Accounts Common Problems Diagnostic Tools Second and Third Tier Engines The players Different Programs Pros and Cons Click Fraud Symptoms of fraudulent activity What to do when you suspect fraud Legal Issues Related to Paid Search Trademarks Legal concerns Future Trends in Paid Advertising Resources
About the Instructor	Christine Churchill the President of KeyRelevance, is a recognized expert in the field of Search Engine Marketing. She is a strong advocate for ethical search engine marketing, and was a member of the founding Board of Directors of the Search Engine Marketing Professional Organization (SEMPO). Christine currently serves as the Chairman of the Dallas-Fort Worth Search Engine Marketing Association (DFWSEM). Ms. Churchill holds a Masters Degree in Business and has over 10 years online marketing experience. Christine is a regular speaker at Search Engine Strategies, Webmaster World Publishers Conference, High Rankings Seminars, Internet World, and other Internet conferences. In addition, she has written widely on search engine marketing for publications including SearchDay, MarketPosition, Workz, SitePoint, SearchEngineGuide, and NetMechanic, and has taught search marketing classes through the International Association of Webmasters. In addition to running KeyRelevance, Christine is the Search Engine Friendly Design and Usability Moderator and the Pay Per Click Moderator on the High Rankings Search Engine Optimization Forum.

[ back to top ]

Usability & Accessibility

Event name:	Usability & Accessibility
Event type:	Improving Search with Accessibility and Usability Techniques
Date:	Friday, February 22, 2008
Status:	Spaces limited
Time:	1:00pm-5:00pm
Description:	Accessibility is not only the law in the UK, it is good business sense. In the same thought, the slightest usability changes can make a significant impact to your bottom line. The business case for both of these objectives is clear, and taking advantage of the upside can increase the amount of sales, leads, search engine rankings, and attention your website will receive. Accessibility is gaining a lot of attention internationally as major internet retailers like Target,com have been sued over access problems by the National Federation of the Blind in the US courts. In the UK, accessibility is the law, despite being a commercial or government website. With the latest concerns of Government plans to withdraw '.gov.uk' domains from non-compliant sites, this is becoming a harsh reality. Usability is a central theme of a website. Now that people are there, how do you get them to do what you want them to do? Incredibly enough, usability improvements to a website can improve search rankings, conversions, and branding. Many times, simple usability improvements can create the biggest impact in conversions. The reason that usability is so critical is that it focuses on the user experience. Usability is also a critical factor in Accessibility, and is usually overlooked. Combining the user experience of accessibility and usability creates a unique method of evaluating a site, prioritizing the experience into getting to the site and using the site. However, usability and accessibility both require elements that are beneficial to search marketing, thus the relationship among them. [ back to top ]
Who Is this Workshop For?	This workshop is for anyone who is responsible for the creation, management or marketing of a website. Site owners, marketers, managers, SEO's, and development firms wishing to understand the legal aspects of conforming to the Government Web Accessibility Plan, Disability Discrimination Act, Disability Equality Duty, and WCAG. The course will also cover the Pas 78 document for commissioning accessible websites.
How Will I Benefit?	This session will provide practices, advice, and testing procedures than can be immediately implemented. Practical lessons include: Usability Learn the different methods of conducting usability assessments. How to conduct low-cost usability assessments of your website. What to expect from high-cost usability testing. Usability's impact on search engines optimization. Usability's impact on PPC landing pages. Simple usability ideas that will improve your site immediately. Accessibility Learn and discover resources such as WAI, PAS 78, and the RNIB. Absolutely necessary programming to have an accessible website. The Accessibility checklist (in human terms). How to evaluate accessibility with common SEO tools. How accessibility is the counterpart to SEO. Evaluate your site for interoperability on web phones, PDA's and handhelds.
About the Instructor	Matt Bailey is president and founder of SiteLogic Marketing and an internationally recognized authority on search engine marketing, website analytics, usability, and accessibility. As a consulting and training company, SiteLogic focuses on helping organizations take control of their websites and their web marketing plans. Sought after worldwide as a seminar presenter and teacher; Matt speaks regularly for The Direct Marketing Association; Search Engine Strategies Conferences and Training; the American Advertising Federation, and many private training seminars. Matt is known for his conversational, entertaining speaking style and his ability to make technical topics both understandable and practical. Matt oversees The Direct Marketing Association's SEO Training Program and is the trainer for the DMA's Web Marketing Seminar. He has consulted with hundreds of companies including Goodyear, Hilton International, JCrew, Gradall, Moen Faucets, American Greetings, and Samsonite.