Gain cutting-edge search engine marketing and optimization techniques that will
dramatically increase your Web site traffic, help you generate more sales, acquire
new customers and bury the competition.
PROGRAM SCHEDULE
S
earch
E
ngine
O
ptimization
The Complete Course on Understanding
& Using Cutting-Edge Search Engine
Optimization and Pay-Per-Click Techniques
Your trainer for this intensive two-day
course will be the leading search engine
marketing specialist, Kevin Lee.
Learn more on page 4.
THIS IS A ONE-OF-A-KIND OPPORTUNITY – DON’T RISK MISSING OUT!
ENROLL ONLINE AT www.NationalSeminarsTraining.com OR CALL 1-800-258-7246.
Effective search engine marketing (SEM) and search engine optimization (SEO) are critical parts of the marketing mix in today’s highly interactive world. But for many marketers, SEO (organic search) along with pay-per-click (PPC) search engine marketing are at best confusing and, at worst, a mysterious new language.
WHICH IS WHY YOU CAN’T AFFORD TO MISS THIS INTENSIVE TWO-DAY WORKSHOP
By using the plain-English search marketing strategies you’ll learn at this exclusive training event, you can maximize the exposure of your Web site and turn it into a profitable revenue vehicle that will help you generate more sales and acquire new customers. Designed for marketing and IT pros alike, this user-friendly, step-by-step workshop is engaging, eye-opening, and most of all, guaranteed to work wonders on both your organic SEO efforts and your pay-per-click search campaigns.
LEARN FROM LEGENDARY SEARCH ENGINE EXPERT … KEVIN LEE!
You’ll learn directly from industry insider and expert Kevin Lee, one of the leading authorities in the nation on search engine optimization. Kevin has a track record of SEM success that makes marketers envious, and the technological know-how to talk search engine optimization with the best IT minds in the field. So no matter what side of the e-marketing equation you fall on, Kevin can – and will – speak your language! Take advantage of this rare opportunity to learn firsthand from this extraordinary search engine marketing guru.
YOU WILL DISCOVER THE VERY LATEST PROVEN SEARCH ENGINE MARKETING TECHNIQUES – AND DRAMATICALLY INCREASE YOUR WEB PRESENCE
When you join us for these two fast-paced days, you’ll learn about the different types of search engines and how to get your organization’s name to the top of the lists. You’ll discover how to make SEM part of an ongoing and successful marketing plan … the benefits and drawbacks of outsourcing vs. doing it in-house … the costs involved in SEM and how much your company should be spending, and much, much more.
MASTER THE KEYS TO SEARCH ENGINE OPTIMIZATION – IN JUST 2 DAYS
When you think about the nearly unlimited reach your web site can have, why risk losing customers and profit by learning SEM by trial and error? In just two insightful days, you’ll master the optimization tips and techniques you need to dramatically increase the visibility of your company’s Web site on the Internet – and send your sales soaring! Call and register today.
Who’ll Be There …
■ Marketing managers,
executives and business owners
■ Consumer marketers and
business to business marketers
■ Sales professionals
■ Graphic design and creative professionals
■ Public relations professionals
■ IT and IS professionals
■ Organizations that currently have a Web site and want to maximize its potential
■ Organizations wanting to begin or revamp their online marketing efforts
■ Professionals who want to get up-to-speed quickly on this rapidly evolving topic It’s not an overstatement to say that the skills you’ll learn during this workshop can double … triple … even quadruple the hits, sales and profits on your Web site! But it won’t happen by itself … YOU need to make the decision to join us at this exclusive workshop. Call and enroll today!
What Good Is It To Have An Outstanding Web
Site If Nobody Can Find It?
SPECIAL GROUP DISCOUNT:
WHEN 3 ENROLL FROM YOUR ORGANIZATION, THE 4TH ATTENDS FREE! 3
I. Introduction to Search Engine Marketing
■ Search engine marketing and the new marketing mix
■ Why search engine marketing is important for all businesses
■ Understanding SEM, SEO and PPC terminology
■ How search engines work
■ What you really need to know about search algorithms
■ Spiders and crawlers and what they look for
■ The different types of search engines available
■ Learn about the Open Directory Project II. SEM – The Big Picture
■ How should SEM be a part of our marketing mix?
■ The unique opportunities in search
■ Selling search engine marketing to management
■ Comparative costs of marketing using SEO and PPC
■ Do we go it alone or outsource?
■ Industry trends and the future of search marketing III. Developing a Search Engine Marketing Plan
■ Which search engines are right for me?
■ Selecting the right keywords
■ Search and the buying cycle
■ Do I use organic and paid search? Or both?
■ Affiliate marketing and search
■ 10 things not to do in organic search
■ Legal issues: Trademarks, copyrights and click fraud
■ What does our IT department need to do?
IV. B2B vs. B2C: Strategic and Tactical Issues
■ B2B and B2C buying cycles and search
■ The decision-making process for B2B search
■ Ambiguous keywords and unclear search terms
■ B2B and B2C creative strategies and how they differ
■ Channel conflict for B2B and B2C search
■ Seasonality of B2B and B2C search inventory V. Improving Your Organic SEO Efforts
■ How to measure results – the right way
■ Getting ranked higher to improve ROI
■ Keyword use within your site and “anchor” page links
■ Tips for adjusting your strategies based on results
■ Know the dangers of dynamic links and URL structure
■ Tricks that can backfire – what not to do
■ Content is king – build your Web site to maximize SEO results
■ What you need to know about meta tags and title tags
VI. Maximize the Effectiveness and Efficiency of Your Paid Search
■ Budgeting and planning
■ Finding high-profit PPC opportunities
■ 10 things not to do in paid search
■ Paid search success metrics and integrated campaigns
■ Right bid, right time, right engine, right keyword
■ Closing the loop, data, action
■ What is contextual inventory, and do I need it?
■ Tips to turn visitors in to customers VII. Take Your SEO and PPC to the Next Level
■ Organic site clinic – evaluation of actual Web sites to help you identify SEO opportunities
■ PPC clinic – evaluation of actual PPC campaigns to maximize profit potential
■ Niche search engines – are they right for me?
■ Vertical and local search – leveraging the power of targeted marketing
■ Resources to assist you with SEO that will allow you to stay up-to-date on the latest trends
■ How to stay ahead of your competition
“I learned a wealth of information and tools that will have a direct effect on the marketing of my company’s website.”
– J. Clay, Internet Coordinator
“Great information. A must attend for anyone even thinking about internet (search) marketing.”
– G. Ary, Marketing Program Manager
“I didn’t realize how far off track our organization was in SEO/SEM. With the tools (the trainer) shared we should be up to speed in no time.”
– J. Schlapkohl, Internet Manager
Your Comprehensive Course Agenda
REGISTRATION AT 8:30 A.M. DAY 1 COURSE HOURS: 9 A.M. TO 4 P.M.
BRING THIS WORKSHOP
ON-SITE.
For more information on bringing this training to your organization, tailored to your specific needs, call our Business Training and
Development Services department at 1-800-344-4613 or visit
www.NationalSeminarsTraining.com /onsitetraining.cfm.
SPECIAL GROUP DISCOUNT:
WHEN 3 ENROLL FROM YOUR ORGANIZATION, THE 4TH ATTENDS FREE! 4
A nationally-known expert on search engine optimization, Kevin Lee is a pioneer in the field of internet marketing.
As the cofounder and CEO of the Web’s most respected search engine marketing company, Did-it.com, Kevin has an uncanny knack of making even the most complex subjects seem easy while helping search marketers gain a competitive edge in the search marketing wars.
Kevin is the author of dozens of articles about search engine marketing and search engine optimization. As a respected industry leader, he is a frequent spokesperson for the interactive marketing industry and has been quoted in The Wall Street Journal, USA Today, BusinessWeek, MSNBC, Information Week and many other publications. He has been a keynote speaker at nearly every major online marketing conference in North America over the past decade. Kevin knows better than anyone how search engines can consistently connect you with targeted prospective customers and build a consistently renewable – and profitable – revenue stream.
Kevin serves on the board of directors of the Search Engine Marketing Professional Organization (SEMPO), writes for ClickZ, DM News and Catalog Age, and speaks regularly at industry conferences. His mission is to teach best practices in search engine optimization and marketing. Kevin received an MBA from the Yale School of Management in 1992 and spent several years in traditional advertising at McCann-Erickson and JWT before “going interactive” in 1994.
Kevin packs every presentation he gives with all the “must-know” information that only a true insider knows, and all the “how-to’s” you need to maximize the return you’ll get from your web presence. Don’t pass up this rare opportunity to learn the benefits of organic and pay-per-click search marketing directly from an industry guru – and maximize your Web site’s ROI!
Attend this intensive
two-day course and
you’ll learn …
■ How to cut through the confusion of
SEM, SEO and PPC terminology
■ About the different types of search engines – and how they work
■ How search engine marketing can boost
your overall marketing efforts
■ How to get started, manage and
improve search results
■ How to interpret SEM results using
various measuring tools
■ All about keyword research and
management
■ The do’s and don’ts of Web site structure to maximize your SEO effectiveness
■ How to adjust your organic and paid
marketing strategies based on results
■ How to profit from real-time PPC search
auctions
■ About the future of SEO and how you
can stay ahead of your competition
Learn search engine optimization from one of
the leading authorities in the nation!
Kevin Lee
Call toll-free1-800-258-7246 Fax the completed
registration form to 1-913-432-0824
or Mail the registration form to: Rockhurst University Continuing Education Center, Inc. P.O. Box 419107
Kansas City, MO 64141-6107 Register online at
www.NationalSeminarsTraining.com
REGISTRATION FORM
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(Please list additional registrations on a separate sheet and attach.)
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GROUP DISCOUNTS: When 3 enroll from your organization, a 4th attends FREE! CANCELLATION:If you cannot attend, you may send a substitute or receive a credit memo toward a future workshop. If you cancel your registration up to 10 business days before the workshop, your registration fee will be refunded less a $10 enrollment charge.
FED ID #43-1576558
Enrollment Fees & Group Discounts
ENROLL ONLINE AT
www.NationalSeminarsTraining.com
OR CALL 1-800-258-7246.
This “how-to” packed, two-day training delivers cutting-edge search engine optimization strategies, including:
■ How to maximize your site for different search engines
■ The 10 “don’ts” of search engine optimization
■ Selecting the right keywords – and page links
■ How to interpret results – the right way
■ Understanding the critical differences in B2B and B2C search engine marketing
■ The difference between organic and paid search, and what it means to you
■ How to use organic search and paid search together to outsmart your competition
■ How to get ranked higher on the right search engines
■ And much, much more!
Nonprofit U.S. Postage
PAID Rockhurst University Continuing
Education Center, Inc.
Time-Sensitive Material
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R
OCKHURST
U
NIVERSITY
C o n t i n u i n g E d u c a t i o n C e n t e r , I n c .
P.O. Box 419107 • Kansas City, MO 64141-6107
