National Marketing Academy

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Marketing Partner

Presenting Companies

Workshop Cost:

Full-Day Early Bird $399 (Before June 11, 2008)

Full-Day Late $499

Overview

7:30am-8:30am	Registration & Continental Breakfast
8:30am-10:00am	Introduction to Search Engine Marketing
10:00am-10:30am	Break
10:30am-12:00pm	Search Engine Optimization
12:00pm-1:00pm	Lunch Break and Site Reviews
1:00pm-2:30pm	SEO Link Building & Website Publicity
2:30pm-2:45 pm	Break
2:45pm-4:15pm	Paid Search & Local Markets
4:15pm-5:00pm	Site Reviews and Questions & Answers

Details

Session 1:	Introduction to Search Engine Marketing
Time:	8:30am-10:00am
Description:	Search engine marketing is increasingly critical. With the answers being provided right at the query level, search engines are now destination sites. Get weather forecasts, the latest stock quote, or watch video all on the search engine results page. Learn why budgets are being shifted to search marketing in a way.
Agenda:	Basic terminology and types of search marketing Search Engine Optimization (SEO) Search Engine Marketing (SEM) Social Media Marketing Internet Marketing Natural or organic results Pay-per-click (PPC) Paid inclusion Who are the players Primary search engines: Google, Yahoo!, MSN, ASK Everybody else (the 2nd and 3rd tier engines) Social Media Sites Local search players Search marketing trends How search engines work How search engines find your site Submissions to find your site Continuous web-crawling The huge index How search engines rank sites Staying on top of changing search algorithms Page rank Resources Anatomy of a search results page Why you need search marketing Search marketing beyond ecommerce How much does it cost to participate in SEM and SEO?
Presenter:	Jason Ferrara is the COO at Elixir Interactive

Session 2:	Search Engine Optimization
Time:	10:30am-12:00pm
Description:	In order for a site to be search-engine friendly, it must meet the terms and conditions set forth by the search engines (Google, Yahoo, MSN Search, Ask, etc.) Additionally, the site must satisfy the needs of site visitors. This presentation will show these skills are essential for building a user-friendly, search-friendly, and persuasive site that converts visitors into buyers.
Agenda:	Keyword Strategy Keyword research tools Research your competition Choosing the best keywords Developing SEO Strategy Optimizing Web Pages Mapping process Title tags Meta tags Optimizing body copy Alt attributes (both hyperlinked and static images) Anchor text in textual links Internal linking strategy Additional SEO Factors CSS Age of the site Size of your site Trust & authority SEO Pitfalls Duplicate content / sites Problems with Flash Problems with e-commerce White Hat vs. Black Hat
Presenter:	David Wallace is the President at SearchRank

Lunch:	Lunch Break & Site Reviews
Time:	12:00pm-1:00pm
Description:	While were serve you a nice lunch, this session will feature two speakers reviewing sites submitted by attendees. Attendees who submit their sites will be able to ask specific questions about strategy, implementation and problem points. This open forum will allow attendees to learn by gathering feedback not only on their site, but on other attendees sites as well. Always a crowd favorite.

Session 3:	SEO Link Building & Website Publicity
Time:	1:00pm-2:30pm
Description:	We will explain why you need links and how to get them. Our link expert will help you identify solid link partners and will figure out the best ways to approach them. Learn how to look beyond reciprocal links and start focusing on creating a long term link strategy that will not only boost your search engine rankings, but will drive traffic and sales as well.
Agenda:	What do search engines look for outside your site Link Popularity Quality vs. Quantity Link building strategies Associations Friends & family Directories Articles Blog Comments Forum participation Send emails to webmasters Buy links? Advanced linking strategies Look at your competitions backlinks .edu & .gov links (how to search) Social media sites Linkbaiting Website Publicity Public relations for SEO purposes Social media marketing Black Hat Spamming Search Engine Banishment
Presenter:	Arnie Kuenn is the President at Vertical Measures

Session 4:	Paid Search & Local Markets
Time:	2:45pm-4:15pm
Description:	Learn how to get the most bang for your buck from the major paid search engines by choosing the right keywords, writing relevant ads and optimizing your landing pages. Plus, everyday more and more people turn to the Internet to find information about products and services that are nearby. Local businesses that do not appear where they are looking have zero chance of being found in these queries. This session will give you the knowledge you need to compete effectively in the local online marketplace and get found when and where potential customers look for you.
Agenda:	Tracking Your Users Who’s coming to your site How long are they staying How are they finding your site PPC Campaign Organic vs. Pay Per Click The Big Three Google AdWords Yahoo Search Marketing MSN Adcenter Copywriting Headlines Ad copy Display URL vs. actual URL How to set up campaigns Campaigns AdGroups Match types Negative keyword lists Content network Bidding strategies Conversion tracking Local Search Is it right for you? Local search players
Presenter:	Brian Offenberger is the President of BizGrowthSEO.

End:	Site Reviews and Questions & Answers
Time:	4:15pm-5:00pm
Description:	Stick around for this popular session. While we raffle off prizes, we will have two speakers reviewing sites submitted by attendees. Attendees who submit their sites will be able to ask specific questions about strategy, implementation and problem points. This open forum will allow attendees to learn by gathering feedback not only on their site, but on other attendees sites as well.