August 14th 2009
Time: 1:00pm-5:00pm
Register Now and Save 15% - Discount Code: SESF15
Program Description:
Big sites especially those of multi-brand and multi-national companies face complex challenges when it comes to search marketing. Whether you operate a small site and want to learn how the big boys do it or you are tasked with managing a complex site this workshop will give you the tools, ideas and motivation to go back and start to deploy a world-class search program in your organization.
Search is often considered an isolated tactic. We will explore how large companies are integrating search into the marketing mix to compliment the overall performance. Specific review of best practices for integrating paid and organic search to identified gaps in your program.
Using real life examples and attendee scenarios you will clearly understand what is necessary to deploy a highly effective and broadly focused search program in your organization.
If you are looking for a no nonsense, practical workshop on how to really jump start and maximize results from search marketing from a true practitioner with many years experience then this workshop is for you.
Who should attend?
* Companies who want to understand how large sites tackle Search Marketing
* Anyone tasked with managing a large scale or global SEO program
* Anyone currently managing a search program with minimal resources
Benefits
This session will be conducted by an experienced practitioner of SEO at the global and enterprise scale explaining how large companies have strategically deployed search marketing and received significant traffic and sales gains.
The days of optimizing individual pages are over and the companies who are winning the optimization game are doing so via scale by integrating search sooner into the content creation workflow and into the site infrastructure. In this workshop we will teach you the techniques for changing the development process in your organization.
Investing in SEM requires involvement of key decision makers, as well as extended teams. This workshop will give you the tools, techniques and motivation necessary to cut through the bureaucracy and negativity at even the most archaic thinking companies.
What will I learn?
* Detailed understanding of how the big sites leverage search for traffic generation
* How to develop a Center of Excellence for search in your organization
* How to train your extended team on search best practices and keep them current
* How to integrate paid and organic search data to identify missed opportunities
* Key questions to ask when selecting an external agency or hiring for an internal position
* How to win management support for your programs
* How to deploy a keyword arbitration program
* How to leverage template optimization into a global success story
* Techniques for making search part of the overall web development and content management workflow.
* How to develop a scorecard system to keep search top of mind within the organization.
You’ll leave with:
* Checklists of diagnosing problems with large sites
* Sample Business Case Templates for convincing management to invest in search
* Sample Missed Opportunity Analysis Worksheet
* Detailed checklist of best practices and next steps to recharge your search efforts
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