SEO: Designing Your Site to Be Found by Search Users
- Las Vegas: Monday, December 5
Robert Cavilla
Brian Silver
Full-Day Training Course
Findability = traffic = success. If people can't find your site in search engines, it might as well not exist.
Search Engine Optimization (SEO) is the process of improving organic/free listings on search engine result pages. Roughly 17 billion searches are conducted monthly in the U.S. alone and search is the main driver of new customers for many sites. Are you missing out on this free targeted site traffic? Recent Google algorithm updates (“Panda”) factor in user behavior (bounce rate, time on site, social sharing, etc.). In this full-day tutorial you’ll learn how search engines work and how to optimize all your digital assets for SEO benefit.
What You’ll Learn
In this session, you’ll learn:
- How search engines rank web sites and digital content
- How SEO and usability play hand in hand
- Understanding keyword usage, trends, and intent
- Web site technical and design best practices for SEO
- Writing content for SEO
- On-page optimization elements & tagging
- Link building strategies
- SEO, digital PR, & social media integration
- SEO analytics and measurement
Course Outline
- How search engines work
- Market statistics
- History of algorithm updates
- Introduction to SEO
- SEO ethics
- History of SEO techniques
- Elements of a modern SEO program
- SEO Project management
- Who’s involved & assigning responsibilities
- Getting sign off from management
- Creating an SEO project timeline
- Site Verification
- Setting up webmaster tools
- Keyword Research
- Tools and data resources
- Head vs. long-tail query terms
- Creating an actionable keyword list
- Site Technical & Design
- Technical impediments & workarounds
- Analyzing an existing site vs. developing a new site
- Design SEO best practices
- Common mistakes
- Common myths
- Copywriting
- How to write for search engines
- Creating a content expansion plan
- Page Optimization
- Title & meta tag development
- Advanced tagging options
- Live Site Review
- Universal Optimization
- News & PR
- Images
- Videos
- Local
- Products
- Reputation Management
- Do you have an issue?
- Rep. Mgt. strategies
- Link Building
- Competitive audits
- Building a contact list
- Digital PR
- Link bait
- Blogging
- Social Media Integration
- Shares, Likes, Recommends
- Profile pages
- Google Plus
- Twitter
- Reporting
- SEO ranking & analytics reporting
- Re-Optimization
- Interpreting data for next steps
- Creating pro-active & reactionary efforts
- Question & Answer Forum
Format
This full-day tutorial includes lectures, instruction, participant exercises, live site reviews, and forum discussions.
Handouts
Copies of the presentation slides
Who Should Attend
Online marketing managers, webmasters, digital PR specialists, social media managers, web content managers, front end & back end designers.
Instructors
Robert Cavilla, Managing Partner and Co-Founder of UpWord Search Marketing,
is responsible for UpWord’s overall growth as a leading search engine optimization and marketing
company. Primary responsibilities include product development, strategy & innovation, and managing
key partner and client relationships. Robert has worked hands-on with a variety of clients large and
small to develop successful SEO and SEM programs including NordicTrack, Dana Farber Cancer Institute,
FUJIFILM, Simon & Schuster, Pearson Education, and more. Robert’s direct experience managing
search programs since 2000 has helped him develop strategic partner and client relationships and grow
UpWord Search Marketing as a company. Robert is an active speaker about Search Engine Optimization and
Marketing at local and national events for organizations such as BIMA, MITX, and PMAI. Prior to co-founding
UpWord, Robert was Business Development Research Manager at HookMedia an online advertising agency,
and has previous experience in publishing and direct marketing as Director of Operations at Medical
Publishing Associates. Robert received a B.A. in Environmental Studies from Connecticut College.
Brian Silver has spent his career developing and executing search engine marketing
strategies. As the Co-Founder and Managing Partner of UpWord Search Marketing, Brian has more than
10 years of hands-on experience managing Organic and Paid Search programs as well as social media
and analytics projects. Brian has developed and executed search engine marketing initiatives for
international brands, Fortune 500 corporations, mid-level companies and startups. Specific examples
of Brian’s experience include Harvard Business Review, Hasbro, TheStreet, Meineke, ChildFund
International, Massachusetts General Hospital, and QuickHit. In addition to client work, Brian
also volunteers his time and expertise as a member of MITX (Massachusetts Innovation & Technology
Exchange), Marist College Board of Graduate Admissions, BIMA (Boston Interactive Media Association),
and SEMPO. Prior to starting UpWord Search Marketing, Brian was an account manager at an interactive
media firm in Boston and corporate communications specialist at IBM. Brian received a B.A. in
Communications at Marist College.
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