IMPORTANT:  You do NOT need to have a technical background to learn SEO best practices at this seminar.
                         No programming is required.

Seminar Goals

• Cut thru the industry jargon, Find the Eternal SEO Truths

• Focus your optimization efforts on the factors search engines care about, and
  skip the ones they don't

• Stay away from common SEO mistakes that punish your rankings

• Learn the SEO Essentials:

  • Chose the BEST keywords (not as easy as you think)

  • Make your site "search engine friendly"

  • Create and execute a winning linking strategy

• Build on those SEO Essentials with expert tips, tactics, techniques and tools of the trade

• Hear real-world case studies that illustrate what to do, and what not to do

• Determine, measure and track site-wide Key Performance Indicators

Agenda

8am - 8:30am   Check-In

• Check-In for pre-registered attendees. 

• On-site Registration. 
• Collect Material, software, books, bag, t-shirt, etc.

• Coffee, juice, soft drinks, soda, danish, bagels

8:30am - 10:10am     Session 1

Overview of Search Engine Marketing

• Welcome

• Review of Proceedings

• Introduction to Search Engine Marketing 101
• The Search Engine Landscape
• What are SEO Ethics, and Why They Matter
• White Hat versus Black Hat
• The SEO Winning Process™
   

Types of SEO

• Understanding Search User Behavior

• Why Focus of Effort Changes for Different Types of Sites

Content, copywriting and keywords

• Role of Copywriting and Content Creation in SEO

• Understanding and Determining keywords

• RSS, Scrapers &  Issues Surrounding Duplicate Content

10:10am - 10:30am      Break

• Coffee, juice, soft drinks, danish, bagels

10:30am – 12noon    Session 2

Page and Site Architecture Considerations

• Site Architecture

• Taxonomy

• Ease of crawl-ability for search engine spiders

• Directory Structure

• Spider Traps

• Robots Exclusion

• URLs

• Domain Names

• Cookies

• Redirects

• File names

• User Interface

  • Internal linking strategies

  • Site maps considerations

  • Pull-down menus

  • AJAX

  • Flash

   

• Page Construction

  • Frames

  • Forms

  • Page size

  • HTML coding requirements

·         Search Engine Spam

• IP Cloaking

• Improper Redirection

• Page Bait and Switch

• Keywords Stuffing & Keyword Stacking

• Font tricks

• Mirrored content

• Doorway Pages

• What is Improper Linking ?

• Getting Illegal with CSS

• The Mini-Net Strategy

12noon - 1pm     Lunch

• Lunch is provided

1pm – 2:20pm     Session 3

Linking Strategies and Tactics

Link Building and Target Site Identification

• Why a Well Thought-out and Executed Linking Strategy is Essential

• What are hubs and authorities? Why are they important?

• Finding the vertical directories and search engines for your industry

• How anchor text affects the links that in turn affect your rankings

• Paid links: Some are OK and some are not… Which are which.

• How & why to get deep links

• Uncover the linking opportunities most sites miss

• Linking Tactics Gone Bad – how not to piss off the Search Engines

• Link Bait & Viral/Swarm Marketing

Classic Public Relations meets SEO and Link Building

• Getting your new web site or new content noticed

• Maximizing the effect of online press releases

• How to get your site reviewed (and linked) by the right people

• How to use the Blogosphere, RSS and Forums as Force Multipliers

2:20pm - 2:40pm      Break

• Coffee, juice, soft drinks, cookies, brownies, energy bars

2:40pm – 4:00pm     Session 4

Tools of the Trade

• Tools and the trade... the good, the bad and the ugly.

  • Free and Otherwise

  • Google Sitemaps, Trends, etc.

  • Yahoo Site Explorer

  • SEO Toolset

  • Optilink, SEO-browser

  • Search Engine tools, allinanchor, allintitle, links:, site:, etc

   

• Web Analytics and Measurement

  • Clicktracks

  • Google Analytics

  • Index Tools

  • Omniture

  • Webside Story

  • WebPosition Gold

4:00pm – 4:20 pm      Break

• Coffee, juice, soft drinks, soda, cookies, brownies

4:20pm - 5:40pm    Session 5

Overview of Vertical Creep

• Local

• Shopping

• Images

• Videos

• Music

What’s the Future Hold?

• Chasing the algorithm

  • What is important now, and in the future?

  • Today’s white hat is tomorrow black hat.. what to do?

  • Is chasing the algorithm the right thing to do?

• Tracking patents – understanding the future

• Web 2.0 considerations

  • Understanding Consumer Generated Content

  • Wikipedia phenomenon

  • Tagging

  • Is Social Networking a fad, or a huge new online shift ?

  • Web 2.0 Tools: Del.icio.us, Technarati, Digg et al.

Best Resources to keep you up-to-date

• Websites

• Forums

• Blogs

• Podcasts

Industry Players, Organizations & Events

• Who’s Who: Important Industry Players & Luminaries

• Industry Organizations

• Search Industry Tradeshows

Review and Wrap up

5:40pm     Seminar Concludes

A partial list of clients for which we have provided consulting services
as we developed the SEO Winning Process™

Special Invitee Early Bird Discounts
Washington DC - October 4, 2006
 

To get your discount, use this
Special Invitee Registration Code: 261385

Click here to complete
the Registration Online

If you have any questions about our SEO Classes,
or if you prefer to register via telephone, you can reach us toll free at