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Search Engine Marketing Workshop

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Spend a full day focused on all aspects of Search  Engine Marketing including:

  • How Does a Search Engine Work? Understanding the way search engines collect, process and index results is critical to building strategies for success.
  • Search Engine Optimization - We'll go into depth on the six elements of SEO and discuss best practices for each one.
    1. Keywords - what keywords to you want to be ranked against and how competitive are they?
    2. Submission - Which engines require you to reach out and say hello vs waiting for their automatic robot to come around and take a look.
    3. Indexing - Is your site set-up so that once an automated robot visits, it can FIND all the pages on your site that it should put into it's index?
    4. Content - Is your site content rich? If so, is it set-up so the engines understand it or is it all flash and images that search engines have a hard time reading?
    5. Linking - Inbound, on-site and out-bound links are all critical. Not only in the number of links, but also the quality and structure of the links.
    6. Reporting - OK, we've made some changes - no what? Do you have the tools or analytics infrastructure to ID changes in traffic and results?
  • Paid Search Programs - We will dive into auction style programs, flat CPC programs and trusted feed/paid inclusion programs including the following:
    1. Campaign Set-up - How does the campaign set-up effect the performance in each one of the major engines.
    2. Levers for Success - What are the various levers you have control of in the paid search market and how can you control them effectively.
    3. Keyword Generation and Selection - How can you choose the right keywords? Why are trademarked terms and misspellings so important?
    4. Search Copy - Search copy is much different than web copy, but they must be related. We will also discuss writing copy for high click through vs high conversion.
    5. Content - Is your site content rich? If so, is it set-up so the engines understand it or is it all flash and images that search engines have a hard time reading?
    6. Testing - Q: How can you implement basic A/B split testing using search engines? A: It's easy, if you know how!
    7. Tracking - Online tools make it easy to track not only impressions and clicks, but also conversion results at the keyword level. We also get into advance tracking of match types at the keyword level (yes, it can be done).
    8. Match Types - what is the difference between phrase match, advanced match, precise match and content match? How can you track the differently?
    9. Bid Strategies - We'll talk about bidding for rank, bid gaps, bid jamming, day parting and bidding to a Cost Per Acquisition (CPA).
  • Landing Pages - Every good search program utilizes relevant landing pages and we'll work through some examples of highly relevant pages that help conversion.
  • Search Tools - There are lots of tools on the market to help you with Search Engine Marketing - we'll discuss some of the better known tools that are both free and for hire.

“Scott’s seminar was far superior to the ones I’ve been to recently. He really knows his stuff and moved from subject to subject at a good pace. Not a lot of fluff and I picked up some great tips.”
T. Piccione, Web Marketing Manager – ADIC.com

"Scott has been central in the development of our Direct Marketing Program. Especially in the management and growth of our Paid Search Program which is a major contributor to our overall program success."  - Jackie Lang, VP Consumer Marketing RealNetworks

The Internet Marketing Best Practices Workshop Includes:
  • Eight hours of content, case studies and best practices delivered by a seasoned professional (read more about Scott)
  • Notebook of slides, checklists, examples and outlines.
  • CD of files that you can read, use and modify.
  • A small class size - limited to 30 people in an intimate setting geared for training & conversation.
  • Wireless internet access.
  • Coffee & snacks in the morning and a fine lunch.
  • The Marketer’s Common Sense Guide to E-Metrics by Bryan Eisenberg and Jim Novo, 78 pages, $29.95 value
  • Some really good book on search marketing that I haven't picked yet...
  • Guest appearances by well known local search professionals.
  • Scott will stay until all of your questions are answered - Priceless! (we may have to go out dinner for this one...)
Who Should Attend?
  • Search engine professionals interested in hearing a different perspective and picking up an idea or two.
  • Internet marketing managers responsible for driving results from the website.
  • Small to mid-size business owners who already have a site up and running but want to take the next step in performance.
  • New employees that need to get up to speed quickly on search marketing.
  • Advertising agencies that want to add Search Engine Marketing to their repertoire.

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Questions? Send us an Email!

Why Should You Attend the Search Engine Marketing Workshop?
  1. Paid Search Engine Marketing is the #1 channel to spend media dollars.
  2. Organic search traffic is a science more than an art - you need to know how to structure your site and links to rank highly.
  3. Our expertise comes from work as internet marketing managers, product managers and consultants to some of the top online businesses like Amazon.com, RealNetworks, Avenue A, 1-800-Contacts, Sierra Online and Photoworks.
  4. We deliver the latest and best practices from our experience as well as the latest research and trends.
  5. We limit class size to 30 attendees in an intimate, air conditioned, class room setting so that you have plenty of opportunities to ask questions. Our workshops are two way endeavors, not a one way talk from a podium.
  6. We utilize case studies and lots of examples to help you understand and learn.
  7. We provide checklists, outlines, guides and spreadsheets to give you a starting point for implementation.
  8. The course materials are focused on small to mid-sized businesses that need to drive revenue from their sites - now.
  9. Scott will stay until every one of your questions is answered (all night if that's what it takes!)
  10. We include lunch, a binder of materials including all of the presentation slides for notes and a CD of files for your use.
  11. Because it's fun, interactive and you'll learn a lot!
  12. The Five or Free Guarantee! If you don't honestly learn five solid new ideas, approaches or tips that you can apply to your business or clients (we think you'll get 15 - 20) we will refund your money.
 
Additional Seminars and Workshops
  • Website Conversion, Metrics & Testing - Jan 20th, 2006 - Seattle, WA. - Dig in to the most important thing you can learn about digital marketing - conversion. What is it, how do you measure, how do you test, what are the best practices. Learn More
  • Customer Acquisition Workshop - 8 hours of exploring online customer acquisition channels from the tried and true (web media & search) to cutting edge (Blogs, RSS feeds, Podcasting and Viral). Learn More.
  • Internet Marketing Best Practices - Learn the fundamentals of internet marketing with specific focus on best practices in the six most important areas of online marketing: Website conversion, metrics & testing, organic search, pay-per-click search, email and web media. Learn More

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