- Create a strategy for driving traffic to the right pages on your website
- Multiply the rate at which your website traffic converts to customers
- Achieve synergy between your paid and organic search marketing efforts
- Align your organization's search marketing efforts with its overall marketing and sales mix
- Learn what keyword experts do to increase keyword effectiveness
- Go through the course material at your own pace and when you have time!
- Interactive Marketing Managers
- Search Engine Marketing Managers
- Multichannel marketers
- Webmasters
- Media Buyers
In addition to the Core modules, there are five modules that focus on Organic search and five modules that focus on Paid search. Choose which area of concentration to complete your requirements. (If you would like to focus on both Organic and Paid, you may take both concentrations for an additional $750.)
- Advanced Analytics and SEO (Core)
- Enhancing Site Conversion – Managing the Search Flow (Core)
- Usability, Site Architecture, and Search (Core)
- Search Engine Marketing through Blogs (Core)
- Integrating Search into the Marketing Mix (Core)
- Online PR and Search (Organic)
- Social Media & Multimedia Optimization (Organic)
- Local Search Opportunities (Organic)
- Advanced Link-Building Strategies (Organic)
- International Search Factors (Organic)
- Powerful Landing Pages and Accurate Targeting (Paid)
- 7 PPC Techniques Used by Direct Marketers (Paid)
- Managing Paid Search Campaigns (Paid)
- Budgeting and Forecasting for Paid Search (Paid)
- Auditing Your Paid Search Campaign (Paid)
Click here for Level I information.
Module 1: Advanced Site Optimization Techniques
After you’ve written copy rich with your selected keywords, cleaned up your site architecture, and achieved initial search marketing success, what do you do next? What can be done to optimize images, audio and video content, content in Flash format or included in pdf or RSS files? Each of these non-html formats calls for sophisticated optimization methodologies which you will learn in this module.
Presented by Amanda Watlington - Searching for Profit
Module 2: Usability, Architecture and Search Marketing
The navigation and information architecture of your website is critical to the user experience and for search engine classification and rankings. This session ties together the concept of information architecture and the needs of both the searcher and the search engine in finding information on the website. Search engines rely on the same visual and informational cues as users, and incorporating a structure that improves the customer experience will also improve rankings in the search engines.
Presented by Matt Bailey - SiteLogic
Module 3: Advanced Analytics & Measuring SEO
Learn how to use your website’s statistical information to improve search engine optimization, customer experience optimization, and many other aspects of your website marketing. You don’t have to feel overwhelmed by massive amounts of data; this session will teach you the most important information to analyze as well as actionable techniques you can put to use immediately.
Presented by Avinash Kaushik - Web Analytics: An Hour A Day
Module 4: Search Engine Marketing Through Blogs
Are you looking to bring more traffic to your site, get more links, and contribute your unique expertise to your customers? Start a blog! This session will delve into the world of blogging teaching you about why blogs are great for SEO, blogging basics and tools, optimization tips, good usability for maximum impact, interacting with other bloggers and communities, corporate blogging policies, and promoting your content. Most importantly, this session covers measuring the success of your blog.
Presented by Lee Odden - TopRank Online Marketing
Module 5: Integrating Search into the Marketing Mix
Search is arguably the most efficient online advertising medium, yet marketers still struggle with how to integrate search tactically with other more established marketing strategies and functions such as sales, public relations and customer relations. This module explores and provides lessons on how the search marketer can play a pivotal role in helping the organization align its search marketing efforts within the overall marketing and sales mix.
Presented by Heidi Cohen - Riverside Marketing Strategies
Module 6: Powerful Landing Pages and Accurate Targeting (PAID)
What is your landing page strategy? What can you do to compel potential visitors to click on your paid advertising? Have you updated your landing pages to take advantage of seasonal customer preferences? Are special offers obvious or hidden? Have you tailored these pages to match your customer segmentation strategy? Is the copy too short, too long or just right? Will contextual advertising help you reach your desired audience? Getting landing pages to perform is a key element of your paid search conversion strategy, and this module will show you where to start.
Presented by Christine Churchill - Key Relevance
7Module 7: Paid Search Strategies By Leading Direct Marketers (PAID)
The goal of any advertising strategy is ultimately to produce more profit. This sessions teaches you how to effectively use PPC advertising to meet that goal. You will learn about which metrics can be misleading, bid strategies, match types, creating new keywords, tracking offline sales, testing, 2nd tier search engines, establishing high quality scores, and more.
Presented by Adam Goldberg - Clear Saleing
Module 8: Managing Paid Search Campaigns (PAID)
How do you plan, execute and monitor the effectiveness of your paid search campaign? What tools are available for managing paid search campaigns and how do you select which to use? How do you regulate your budget spending so that you can get the best results? What is a good bidding strategy, given the likelihood that many players will be competitively positioning? How can you detect if you are the victim of click fraud, document it, and seek refunds? How do you maximize ROI over time? Participants will learn how to frame and answer these questions. Special emphasis will be placed on monitoring, oversight and “Plan B” preparation.
Presented by Sherwood Stranieri - NCC Boston
Module 9: Budgeting and Forecasting for Paid Search (PAID)
How do you budget what’s needed for paid search, yet not neglect every other aspect of online promotion? How do you prevent overruns? When might you consider dayparting and other budgeting/planning tactics? And, how do you present a forecast for spending and anticipated results that does not compromise your flexibility? Learn from an expert the advanced tactics for budgeting and forecasting paid search campaigns.
Presented by Mike Moran - IBM Software Group
Module 10: Auditing Your Paid Search Campaigns (PAID)
With an investment as large as paid search, it’s necessary to carefully evaluate your campaign from time to time. Learn how to look for errors, malfeasance, and opportunities that can greatly affect your campaign’s ROI. Learn the foundation of costs and sales; keyword, URL, and copy basics; economics and shape of a campaign; and advanced topics including conversion, bid management, and click quality.
Presented by Alan Rimm-Kaufmann Rimm-Kaufman - Group LLC
Module 11: Online Public Relations (ORGANIC)
Today’s evolving media consumption trends warrant applying search engine optimization to our public relations. This session will explain the intersection of SEO and PR, why to optimize news, what content needs to be optimized, press release optimization, online news rooms, and blogger relations. It also covers leveraging search optimization for brand and reputation management and finishes with online PR metrics.
Presented by Lee Odden - TopRank Online Marketing
Module 12: Social Media and Search Marketing (ORGANIC)
Social Media is the latest and most popular buzzword to hit internet marketing. However, the amount of media contained in this loose definition and the history of Social Media is more than most people realize. This session teaches the different aspects of Social Media, what technologies comprise this channel, and how to leverage that knowledge into a successful Search Marketing campaign. The benefits of incorporating Social Media into Search Marketing will allow the savvy marketer to excel far beyond slower competitors and build stronger relationships with their market.
Presented by Matt Bailey - SiteLogic
Module 13: The Ins and Outs of Local Search (ORGANIC)
This training session provides practical, real-world solutions and techniques to help you get the most from your paid advertising regardless of your level of expertise, budget, or scope of business. “Think global, act local” will help you broaden your vision by narrowing your targets to focus on local searches for regional businesses.
Presented by Sage Lewis - SageRock.com
Module 14: Advanced Link Building Strategies (ORGANIC)
Your initial link building campaign is successful, now where can you turn for additional links? This module will explore how you can find and generate additional high quality links for your site. Learn from an expert the tactics to continuously ramp up your links bringing credibility and traffic to your site.
Presented by Debra Mastalar - Alliance-Link
Module 15: International Search Factors (ORGANIC)
Learn how to make your website user-friendly for international visitors using one of three models: localization, geolocation, and globalization. This session defines important concepts, explains the different models and practical techniques for handling and targeting international visitors, and answers common questions regarding international search.
Presented by Ian McCanerin McAnerin - International Inc
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