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 - Informal Q & A

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

   What You'll Learn
    View the seminars'
    agendas and course
    outlines.  Get  the
    big picture at our Search
    Marketing 101 seminar.
    Discover the SEO Winning
    Process™, a step-by-step
    guide to generating
    incremental, qualified
    web traffic.

   Who Should Attend
   Online marketers, product
    managers, web developers,
    and more: see what this
    seminar can do for you...  

   About the Instructor
   Designed the SEO Winning
    Process™ based on 10+
    years of Internet and search
    marketing experience.

   Custom On-site Training
    We also provide custom
    training to meet your
    specific needs - on location
    at your organization.

   Consulting Services
    Find out more about
    SE Jones, our full-service
    Search Marketing firm
    offering SEO, PPC, user
    behavior analysis,
    web-metrics and more.