Make your PPC (paid search) and SEO (organic listings) marketing initiatives really hum! In this workshop, you’ll learn what it takes to compete effectively — to acquire visitors from search engines like Google and Bing via the paid and unpaid listings. From workshop learnings, attendees will be able to incorporate practical tips, tactics, techniques and tools directly into SEO and PPC initiatives the very next day! The workshop will cover both the fundamentals and advanced concepts. The session will also include cutting edge ideas.
The session will be divided into 3 parts:
In Part 1, we’ll do a deep dive on SEO. This part will cover:
- search engine friendly web development
- spider traps
- best and worst practices
- duplicate content
- authoritative link building
- competitive intelligence
- reverse engineering the search engine algorithms through testing
Part 2 will consist of an intensive on PPC. This part will include invaluable information like:
- common PPC mistakes that cost advertisers serious cash
- ad copy tips
- keyword strategies
- landing page optimization tips
- metrics & tracking
- extracting actionable data from reporting
In Part 3 of the workshop, Mona and Stephan will conduct a live site clinic where they will examine websites for SEO or landing pages for PPC. The workshop hosts will highlight areas to improve and provide specific recommendations for improvement. Recommendations are typically simple and will certainly appeal to many (if not all) attendees in the room.
Testimonials for Mona Elesseily and Stephan Spencer
“Mona is the best in the industry at making the complex very simple and practical. She is very approachable, funny and made sure we came out with tactics to implement right away. Mona’s focus on making landing pages convert is hands-on and invaluable. Don’t be shy – bring in your toughest challenges and you will get a lot more bang for your buck.”
- Nancy Peterson, HomeStars
“Stephan is one of our most valued subject matter experts in the area of search engine optimization. His articles are among the most highly regarded content on our site, and the virtual seminars he presents consistently receive high ratings from attendees. Most importantly for the marketing executives we serve, he has the rare gift of being able to offer insight on the intersection of marketing and technology.”
- Roy Young, MarketingProfs.com
Mona Elesseily is the VP of Online Marketing Strategy at Page Zero Media where she focuses on paid search strategy and conversion improvement. In her career, she has significantly improved campaign performance for brands such as Capital One, Cathay Pacific, CareerBuilder.com and The Jimmy Pattison Group to name a few. She regularly speaks at Canadian, US and international online marketing events on paid search, landing page optimization, ad copy creation and integrated online marketing strategy. Mona has written two books on Yahoo!, is a columnist for Search Engine Land and also writes for other publications including IMedia Connection, the American Marketing Association and the Yahoo! Search blog. Her industry knowledge is regularly sought after by the business community, including Wall Street analysts; and she’s frequently quoted in respected publications. Mona serves on the Acquisio advisory board and served on the Yahoo! Search Marketing board until it was disbanded in 2010. She is an active member of the online marketing community and is passionate about challenging online marketing work. To learn more about Mona, visit www.monaelesseily.com or follow her on Twitter @webmona.
Stephan Spencer is an author of The Art of SEO published in October 2009 by O’Reilly and co-authored by Eric Enge, Rand Fishkin and Jessie Stricchiola.
Stephan is the founder of Netconcepts. Netconcepts started out as a web design and marketing agency, but over time morphed into a leading SEO firm. Stephan, and Netconcepts, had been heavy into the science of SEO since 1999.
Netconcepts was acquired in January 2010 by paid and organic search software/services agency Covario. Covario is one of those rare companies to have made it onto the Inc 500 list two years in a row — in 2009 and now again in 2010.
Stephan is the inventor of the automated pay-for-performance natural search technology platform GravityStream, now re-branded as Organic Search Optimizer.
He is a Senior Contributor to Practical Ecommerce and to MarketingProfs.com, a monthly columnist on Search Engine Land, and a regular contributor to Multichannel Merchant magazine. He’s also contributed to DM News, Catalog Age, Catalog Success, Building Online Business, Unlimited, and NZ Marketing magazine, among others.
Stephan is a frequent conference speaker on SEO and other online marketing topics for the Direct Marketing Association (DMA), American Marketing Association (AMA), Shop.org, Internet Retailer, SMX, IncisiveMedia (Search Engine Strategies), O’Reilly/TechWeb, PubCon, ECMOD, IQPC and IIR. His hundreds of speaking gigs have taken him around the globe – everywhere from Berlin, London, Toronto, Santiago, and Auckland, to New York, Chicago, San Francisco, Los Angeles, and places in between.
Stephan is an avid blogger. He blogs at Stephan Spencer’s Scatterings, NaturalSearchBlog.com, BusinessBlogConsulting.com, ChangesForGood.org, and Google, I Suggest… He’s also been a contributor for the following group blogs: Searchlight (part of the CNET Blog Network),Shop.org Blog, and MarketingProfs Daily Fix.
He holds an M.S. in Biochemistry from the University of Wisconsin-Madison.
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