Web Marketing: Design. Navigation. Analytics. Understanding the Big Picture. Outline

Day 1 | Day 2

Day 1: 9:00 A.M. - 4:30 P.M.
Please arrive 30 minutes earlier than the start time to register.

Meet the Search Engines

• Learn how search engines function (including the non-technical version, for marketing minds)
• What search engines want from you
• How your choices help move you to the top of results lists

SEO 101 - Simple to Strategic

• A brief history of search engine optimization
• The basics of optimization
• SEO best practices

Site Architecture

• Learn how marketing can better work with IT and programmers
• How to take optimization beyond keywords
• How to integrate keyword concepts into the architecture
• Understanding how programming (HTML, CSS, etc.) works with search engines

Keyword Research and Copywriting

• Learn how to develop a plan for content
• How to make a connection with the user
• How to incorporate SEO throughout content
• How to add "long tail" terms into optimization

Call to Action

• Leading users where you want them to go
• Creating dynamic, fun calls to action

Day 2: 9:00 A.M. - 4:30 P.M.
Please arrive 30 minutes earlier than the start time to register.

Linking Strategies

• How to measure the effectiveness of link traffic
• How to pursue valuable links
• Which links bring the best visitors?

Viral and Social Media Marketing

• Learn how to manage your online reputation
• How to develop social networking ideas for your business
• What is your online reputation?
• Creating a PR response plan - just in case

Blogging and SEO

• Examine the more effective blogs and how they connect with their audiences
• Learn how to use a blog to boost your search traffic
• Who is your audience?
• How can you reach them?
• What type of blogger are you?

Analytics

• Learn effective tracking and analysis
• How to answer the basic questions: Who is your audience, what do they expect, how can you improve their customer experience?
• How to conduct in-depth analyses
• How to make data work for you - every time

* Outline is subject to change.