Search engine optimization (“SEO”) has evolved immensely over the past several
years. ... Author of Google Power Search, and co-author of The Art of SEO.
B
SEO in 2013 What Works Now
Chicago, IL September 26 – 27 MarketingPower.com/SEO • 800.AMA.1150
Save up to $200 when you register early! See page 2 for details.
Learning Objectives • Discuss the changing SEO landscape and how you can make the most of it.
media (Google+, Facebook, Twitter, Pinterest, StumbleUpon etc.) to create buzz.
•L earn what to look for when hiring a search agency or in-house SEO staff.
•F ind out how to maximize search traffic, exploit targeted brand-building opportunities and rocket past competitors in search rankings.
•L earn how customers use search (eyetracking, click-tracking, search terms) and how those behaviors should factor into your strategy. •L earn to effectively leverage content, online tools, social networks and social
•F ind out which metrics matter in SEO and what to measure for maximizing the return on your search marketing investment. •D etermine how to sell the value of SEO to your management and partners.
Search engine optimization (“SEO”) has evolved immensely over the past several years. Are you and your organization keeping up? More importantly, have you fully exhausted the potential that SEO provides? In this session, you’ll learn the secrets of SEO: what works and what doesn’t, what you should be measuring, what tools to use, where trouble looms and untapped potential lies, where search engines and the industry are headed, and much more. In this hands-on, two-day workshop on SEO and marketing, attendee websites will be deconstructed, with attendees playing an active role in diagnosing what ails each site from an SEO standpoint. Sticky issues such as making your database-driven website “search engine friendly” and workarounds for “spider traps” and poor search engine practices will be tackled. Google’s secrets will be revealed, including details about PageRank, blended results (“universal search”), Google+, grouped listings from the same site, sitelinks, and more. Case examples from B2C, B2B, nonprofit and higher education will be shared, including the “inside scoop” on what worked and what didn’t.
Instructor: Stephan Spencer Author of Google Power Search, and co-author of The Art of SEO Stephan Spencer is author of Google Power Search published in July 2011 by O’Reilly, and co-author of The Art of SEO published in October 2009, now in it’s second edition (March 2012) by O’Reilly and co-authored by Eric Enge, Rand Fishkin and Jessie Stricchiola. Stephan is the founder of Netconcepts. Netconcepts started out as a web design and marketing agency, but over time morphed into a leading SEO firm. Stephan, and Netconcepts, had been heavy into the science of SEO since 1999. Netconcepts was acquired in January 2010, by paid and organic search software/services agency Covario. Covario is one of those rare companies to have made it onto the Inc. 500 list two years in a row, in 2009 and again in 2010. Stephan is the inventor of the automated pay-for-performance natural search technology platform GravityStream, now re-branded as Rio SEO Website Optimizer. He is a Senior Contributor to Practical Ecommerce and MarketingProfs.com, and a columnist for Search Engine Land and Multichannel Merchant and The Huffington Post. He’s also contributed to DM News, Catalog Age, Catalog Success, Building Online Business, Unlimited, and NZ Marketing Magazine, among others. Stephan is on the board of Impact Network and on the advisory board of CrowdGather.
September 26 Overview
Search Friendly Site Architecture
• Expectations, goals and skills to be acquired over the two-day program
• Design, Navigation and Internal Hierarchical Linking Structures
Anatomy of a Search Engine
Technical Optimization
• Spiders, indices and algorithms, market share and trends
• urls, redirects, tracking parameters, flash, Javascript/Ajax and more
Inside the Head of the Searcher
Link Building
• Behavior and intent
• Tools and tactics for acquiring valuable, relevant links sustainability
ands-on Keyword Research and H Keyword Portfolio Management
Social Media Marketing
• Optimizing content
• Leveraging online communities to create links and buzz
html optimization
Wrap-Up, Key Learnings
seo Copywriting
• Make html “sing”
September 27 Paid Search Fundamentals and Achieving Synergies with Seo Search Analytics • Metrics that Drive ROI
Tools of the Trade • T he essential tools and resources for your seo and paid search toolkit
Vertical Search • L ocal, news, product, image, video, blog and mobile
Worst Practices • B eyond the “best practices” to the dark side of “black hat” spam and other deadly mistakes
Site Clinic and Interactive Site Reviews • A pply your knowledge by auditing fellow attendees’ websites
Taking it Back to the Job, Homework, Wrap-Up and Review
Register Today and Save Up To $200
Member Non-Member
90 days prior to event:
$1,395
$1,695
60 days prior to event:
$1,495
$1,795
30 days prior to event:
$1,595
$1,895
To register, visit MarketingPower.com/Plan or call 800.AMA.1150. ancellations received 4 weeks prior to the event will receive a refund of fees minus $150 cancellation fee. Cancellations received within C 4 weeks of the event will receive a refund of fees minus $300. There will be no cancellations on or after the start date of the class.
