THE SECRETS OF SEARCH ENGINE OPTIMIZATION AND MARKETING
In this seminar you'll learn...
How to break through the mystery of search engine marketing
Ways to estimate your total costs when using pay-per-click advertising
How to rise to the top of search engines by submitting your site correctly
How to research and utilize keywords to boost your rankings
And much more!
You may have a great Web site, but if it doesn´t come up on searches, or shows up finally on page 5 or 6—you know you could be doing a lot more to get the results you want. Don´t know exactly where to start to get the results coming in? This comprehensive workshop takes the mystery out of search engine optimization and marketing to help you attract more customers, increase sales and market share and boost your brand recognition. In just two power-packed days, we´ll show you how to take your Web marketing efforts to the next level with tips on ... how pay-per-click fits in your marketing program ... effective use of keywords ... using site maps to increase traffic ...submitting your site correctly the first time ... and so much more.
WORKSHOP AGENDA
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Day one: 9:00 a.m. – 4:00 p.m.
Essentials of Search Engine Optimization (SEO) and Search Engine Marketing (SEM)
The wave of the future—why search engines are critical to your competitive edge
How complacency about search engine optimization can leave you in the dust
Demystifying search engines: Exactly how do they work, and what do they mean for your Web marketing program?
Big hitters: Which major players control 90 percent of search engine traffic and how do you tap into them?
What is the difference between search engines and directories?
A bug you want to attract—spiders and crawlers ... how they work and why you want them to visit your site
From the outside in: How external links to your Web site can pay off BIG
Staying on top of it: Why SEO and SEM require constant monitoring and tweaking to stay competitive
Designing Web sites with search engines in mind
Which three simple design changes can boost your Web site rankings exponentially
To splash or not to splash? Why it´s vitally important to avoid the use of a splash page for the entrance to your Web site
Dynamic pages: What are they and how can they actually lower your ranking on search engines? What can you do to counter their effects?
How to use on-line tools to validate your Web page HTML code
How glitzy graphics can actually be sucking profits from your Web marketing
Using Cascading Style Sheets (CSS) to streamline your html code and improve your rankings
When it comes to page content, why more is better
What about JavaScript™ and drop-down menus? How they affect search engine rankings
The keys to effective keywords on your Web site
Exactly what are "keywords" and how can they make or break your site?
Selecting the right words ... how using "off the cuff" words related to your business might actually COST you money
Why "general" keywords and phrases may increase traffic ... but not sales
How to research keywords before you lose customers
How to develop a niche to drive targeted traffic to your site
Why focusing each Web page on a single topic pays off
Differentiating your company from others with keywords or phrases
Keyword research strategies that boost targeted traffic—traffic that converts to sales
Tools to help you evaluate your keywords ... and make them even better
"Getting a lock" on customers with keywords
How to place keywords to drive customers to your site first
Effective page titles: The most important element of an effective SEO program
The rules of the game ... learning the right way to code page titles
The name game—why the proper file names are critical ... and what you need to know if you change active file names
What is "effective keyword density" and how do you analyze yours for maximum return?
Tricks to avoid—hidden text, competitor names and other shady techniques that can put your site off limits
Sleuthing your competitors´ sites—how to compare your keyword density to theirs
Tag, you´re it! How to use alt tags, heading tags, meta tags and title attribute tags for even more exposure
Day two: 9:00 a.m. – 4:00 p.m.
Using site maps and navigation strategies to increase traffic
Site maps are for the savvy—don´t think your site´s too small for one
How a site map can drastically increase the number of pages indexed by search engines ... and the number of visitors to your site
How to create a site map ... and why you must link it from your front page
Making sure search engine spiders can do their job—all the time
When creating a multi-page site map pays off in rankings
What are search engine style descriptions and how can you use them in your site map to drive traffic?
Why consistency is a must in navigation links
Check it out ... a quick and easy way to assess variation in links on your site
It´s all relative ... the difference between relative and absolute navigation links when it comes to SEO
How to submit your site—the right way—to search engines and directories
Why "fill out the form and forget it" strategies just don´t work
Preparation is everything. Researching and finalizing your site first is a must
What you can expect in terms of "wait time" after you register
Piggybacking your search engine efforts by using the DMOZ directory
The Open Directory Project—what is it, and why should you submit your site to it?
How to identify targeted directories that focus on your niche
When you might not need to submit your site to search engines
Why incoming links may actually get your site fully indexed faster than submitting it would
Using computer programs to submit pages and check rankings ... and why some search engine companies prohibit it
Checking your results—are you achieving your goals?
It´s more than just a listing ... how to accurately measure your marketing outcomes from search engines
What does Google™ PageRank™ really mean ... and how important is it?
On-line keyword verification tools ... how they can help you determine results on multiple search engines
Before ... and after. Using on-line tools to evaluate your SEO efforts
Software packages that measure results AND determine if your marketing strategy is on target
Proven methods for calculating ROI
Redirect: What to do if your results are disappointing
How pay-per-click (PPC) fits in your marketing program
Which companies are the major players in the PPC market ... and which Web sites do they partner with?
Incorporating pay-per-click—easily—into your marketing mix
How to accurately estimate your total costs when using PPC
What is a conversion rate and how do you compare it with your keywords or phrases?
On-line tools that can help you assess current keyword bid rates
How you can outsmart the competition—and boost ROI—by avoiding "top of the list" position
PPC ... how does it stack up against search engine results, banner ads and other Internet marketing techniques?
US/Canada:
1-800-867-4340
United Kingdom:
0800 968254
Australia:
1 800 145 233
New Zealand:
0800 447 299
or e-mail us at:
onsite@skillpath.net
1-800-867-4340
United Kingdom:
0800 968254
Australia:
1 800 145 233
New Zealand:
0800 447 299
or e-mail us at:
onsite@skillpath.net
