Seminars

Moderator:
Stephan Spencer, Netconcepts

Panelists:
Tony Pecora, Become.com
Dwight Merriman, ShopWiki
Rob Gatto, Shop Local

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Times have changed over at the Googleplex. Over the past several years, those brilliant Googlers have made significant changes to the rankings and quality algorithms. They’ve launched dozens of new services, tools and websites. And they have evolved their business model. Their stock price is pays homage to that fact.

Have you been keeping up? Does Google still love your website as much as it did several years ago? Or has it found a new love?

Your site can get back in Google’s favor, once you understand what Google is looking for. Granted, much has changed in SEO, but still many of the tried-and-true SEO tactics still work. In fact, they work quite effectively. Some new tactics have emerged, like tactics for getting visibility in Google News. So have new hazards, due in large part to new, sophisticated types of search engine spam. Google, of course, has adapted their algorithms to compensate. Many sites have become unwitting victims of these Google algorithm shifts (e.g. the “Florida update,” the “Jagger update”, the “Google Sandbox”, etc.).

You will learn:

• What Google is looking for from a website & what makes Google tick
• The varying ways of getting visibility in Google (”one box” results, Google News, Froogle, Google Base, Google Blog Search, etc.)
• How to ensure 100% of your site gets into Google’s index
• How to design your pages to dominate rankings
• How to optimize your page copy
• How to track your results and ROI
• Where Web 2.0 fits in with the new Google

The 90-minute seminar will include an extended Q&A.

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• 5 ways you can improve your online popularity today
• Turbocharging your visibility and accessibility
• What your competitor is not yet doing
• Beyond the basics of optimisation; ensuring serious traffic flow to your site

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For many of you, your email campaign lost the race even before it got out of the gate. Spam filters and email firewalls silently and unceremoniously junk your emails. Research has shown that fully one-third of permission-based emails don’t get delivered.

Even if your message gets past the filters, it doesn’t mean your email will be opened. Your recipients are brutal when it comes to slashing through the commercial messages clogging their inboxes. A split second decision will decide your email’s fate, based squarely on your From line and Subject line, and to a smaller extent, what’s visible in the Preview pane. After navigating these deliverability and openability hazards, you still have to get the recipient to comprehend and act on your message. A pretty tall order nowadays.

This virtual seminar is going to get “hands on” with reviews of actual email campaigns submitted by seminar attendees. Not all will be chosen, so give yourself the best chance of having your campaign critiqued: submit your entry early. Stephan is one of the most popularly and highly acclaimed MarketingProfs seminar leaders.

If you’ve ever wondered what you were doing wrong with your email marketing, or wondered what you could be doing better, then this is the seminar for you.

You will learn:

• How to write messages that are opened and read
• How to create subject lines that are the best they can be
• Best practices for your call-to-action and value proposition
• How to balance text and images
• When to use Text or HTML
• Whether your email is compliant with CAN-SPAM legislation
• Whether your messages will get past spam filters

The 90-minute seminar will include an extended Q&A.

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This session explores how specialized blog and feed (RSS/Atom) search engines gather content and provides tips on tapping into these growing forms of traffic.

Speakers:
Stephan Spencer, Founder and President, Netconcepts, LLC
Rick Klau, Vice President of Publisher Services, FeedBurner
Amanda Watlington, Ph.D., APR, Searching for Profit

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Optimizing an ecommerce Web site for natural search rankings and sales traditionally meant fighting major political battles and investing hundreds of hours to significantly alter the Web site’s architecture, content, layout, coding and more - without clear ROI or results. In this session, we will outline a friendlier approach known as “proxy optimization” where changes can be made to a proxy of the Web site, and then migrated to the native site once proven in the marketplace. Hear case study results from top 100 retailers. This session will:

• Show an optimization approach that can better predict the effort required to optimize your site for target keywords
• Share lessons learned from top retailers in their usage of proxy optimization
• Explain ethical considerations in configuring an optimization proxy for maximum results

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A blog could do wonders for your online marketing. Learn the tools/tactics to use, the pitfalls to avoid, and how to make it pay.

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Every email marketer’s biggest challenge is getting their emails delivered, opened and read. Don’t worry, advanced tools and tactics like whitelisting services, domain verification, and spam scorers can help save the day!

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Don’t want to get caught in spam filters, alienate your recipients, or burn your list? Then come to this session and learn the fundamentals of successful email marketing.

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Explore both strategic and tactical aspects of SEM to prepare you to make the right decisions regarding budget and objectives. Learn how to identify placement on valid search phrases, see if your site is optimized as best it can be, improve your web site popularity and what to expect from your web master.

Scott Crumpton, White Stone Marketing, Kihei, HI
Lisa Kolb, Acorn Internet Services, Colorado Springs, CO
George Newman, Third Millennium Marketing, West Hartford, CT
Stephan Spencer, Netconcepts, Madison, WI
Dr. Bill Carroll, School of Hotel Administration, Cornell University, Ithaca, NY (moderator)

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