iMedia: Reaching Customers

UW Wisconsin Madison, Executive Education, iMedia — Madison, WI

June 12th, 2008

Workshop by

Search engine marketing

  • Making your site “search engine friendly”
  • “Pay-per-click” search advertising
  • Benchmarking, competitive intelligence and ROI analysis
  • Trends in contextual, behavioral and local advertising

Creating a buzz â?? viral marketing

  • Blogs, RSS feeds, forums, wikis and more
  • Harness “word of mouse” to enhance your brand
  • Identifying the “sneezers” who will spread your viral message

Web analytics

Speakers:
Stephan Spencer, Founder and President, Netconcepts

Web Site Design Spotlight: Live, On-the-spot Critique of Retailers’ Sites

Internet Retailer 2008 — Chicago, IL

June 11th, 2008

Panelist:

A team of long time e-commerce experts will provide live reviews and makeovers for sites from the audience members. Retailers in the audience will be asked to bring search marketing, user experience, e-commerce strategy and other design questions to this session where experts will view the sites in question and provide answers to fix what ails their web sites. Audience members who volunteer their sites for critique will receive a $25 Starbucks gift card.

Panelists:
Lauren Freedman, President, the e-tailing group
Stephan Spencer, President, Netconcepts
Amy Africa, President, Eight by Eight

SEO: How Creative Link Building Can Multiply Site Traffic

Internet Retailer 2008 — Chicago, IL

June 9th, 2008

Workshop by

The right links are fuel for a retail web site’s search engine rankings. But building the right links is among the most difficult, misunderstood and poorly executed aspects of search engine optimization. There are two kinds of links that retailers should focus on to improve such rankings. Links from an e-retailer’s product page to other relevant product pages within the siteâ??with relevant, as judged by the search engine spider, being the keywordâ??is one type. But a retailer can’t just put a bunch of links on a site to achieve a higher rank without taking into account whether the links achieve business goals. Such links must make merchandising and business sense, otherwise they will interfere with the shopper’s experience and possibly have a deleterious effect on a retail site. The second kind of link is links coming into a site from external sources, which retailers have a lot less control over. A link from a hunting magazine to an outdoor retail site is a link from an authoritative external site and those kinds of links can boost a retailer’s search rankings. But they are much harder to achieve because they require persuading the outside site to link to the retailer’s site, a mostly manual process. This session will examine criteria for evaluating a link’s value, creative link building strategies, link building dos and don’ts, and how to leverage affiliates and social media content. It will tell attendees how seemingly innocent practices can undermine a search engine optimization program and how best practices in search marketing are likely to change in the near future.

Workshop Presenters:
P.J. Fusco, Senior Consultant, NetConcepts
Mark Kaufman, Associate Vice President, CNet Findability, CNet

Give It Up!

SMX Advanced — Seattle, WA

June 4th, 2008

Panelist:

No more secrets time. In this session, our panel of noted SEOs all share some of their favorite and largely overlooked SEO tips. Then we turn to the audience for more sharing. Attendees vow not to blog what’s discussed for the now traditional 30 day waiting period. Search reps in the audience agree to a 30 day delay in fixing any loopholes, too — or give up their own secret.

Time: 3:15pm-4:30pm (1 hr 15 min)

Moderator: Danny Sullivan, Editor-in-Chief, Search Engine Land

Speakers:
Rand Fishkin, CEO, SEOmoz
Todd Friesen, Vice President Search Strategies, Visible Technologies
Michael Gray, President, Atlas Web Service
Rob Kerry, Head of Search, Ayima Search Marketing
Stephan Spencer, Founder and President, Netconcepts

Diagnosing Web Site Architecture Issues

SMX Advanced — Seattle, WA

June 4th, 2008

Panelist:

Diagnosing Web Site Architecture Issues – Provides a checklist and workflow for diagnosing your web sites for SEO obstacles using freely available diagnostic tools.

Moderator: Vanessa Fox, Features Editor, Search Engine Land

Speakers:
David Golightly, User Experience Developer Lead, Zillow
Jonathan Hochman, President, Hochman Consultants
Chris Silver Smith, Lead Strategist, GravityStream, Netconcepts

Buying Sites For SEO

SMX Advanced — Seattle, WA

June 3rd, 2008

Moderator by

Forget the debate over buying links. How about buying entire web sites to gain success in search. This session looks at how to find the gems out there, criteria to consider, ways to negotiate and how to best leverage your new purchase. Tips, tricks, success stories, and painful lessons learned will be shared.

Moderator:
Stephan Spencer, President, Netconcepts

Speakers:
Gab Goldenberg, Owner, SEO ROI
Todd Malicoat, Internet Marketing Consultant, Stuntdubl
Jeremy Schoemaker, CEO, Shoemoney Media Group
Jeremy Wright, CEO, B5 Media

Bot Herding

SMX Advanced — Seattle, WA

June 3rd, 2008

Panelist:

Search spiders and bots are pretty stupid when the come to your web site. If you don’t guide them, they’ll generate duplicate content issues, miss important pages in favor of junk, not realize where existing content has moved to and have other problems. This session looks at some advanced techniques in herding bots when “good cloaking” make sense.

Moderator:
Rand Fishkin, Co-Founder and CEO, SEOmoz

Speakers:
Adam Audette, Founder, AudetteMedia
Hamlet Batista, President, Nemedia S.A.
Nathan Buggia, Lead PM, Live Search Webmaster Center, Microsoft
Michael Gray, President, Atlas Web Service
Stephan Spencer, Founder and President, Netconcepts

Secrets for Getting More & Better Links for Higher Search Rankings

ACCM 08 — Orlando, FL

May 19th, 2008

Moderated by

Keyword-rich contextually relevant text links are like fuel for your web siteâ??s search engine rankings. Without good links, you are relegated to the bottom of the search results heap. Link building is arguably the most difficult; the most misunderstood and poorly executed aspect to SEO. In this session, you will learn criteria for evaluating a linkâ??s value, creative link building strategies, link buying doâ??s and donâ??ts, how to approach webmasters, how to leverage your affiliates, how social media can be leveraged to build links, dangerous tactics, and more!

Moderator: Stephan Spencer, Founder & President, Netconcepts

Panelists:
Neil Patel, Chief Technology Officer, Advantage Consulting Services
Seth Besmertnik, CEO, LinkExperts
Rhea Drysdale, Online Marketing Director, Less Everything

Essential KPIs for Search Engine Optimization

eMetrics Summit — San Francisco, CA

May 6th, 2008

Seminar by

There are basic SEO metrics that will help with the “blocking and tackling” â?? things like keyword popularity, indexation, link popularity, PageRank scores, rankings, top-referring keywords, etc. There are also the red herrings, like keyword density and KEI scores, that are only distractions. But most importantly, there are a whole new class of SEO metrics that are largely undiscovered by folks in SEO and analytics alike, that are essential in order to fully capitalize on the “Long Tail” of SEO. These Key Performance Indicators include:

  • Brand-to-nonbrand Ratio — percentage of your natural search traffic that comes from brand keywords versus nonbrand keywords
  • Unique Pages — number of unique (non-duplicate) web pages crawled by search engine spiders
  • Page Yield — percentage of unique pages that yield search-delivered traffic in a given month
  • Keyword Yield — average number of keywords each page (minus the freeloaders) yields in a given month
  • Visitors per Keyword — ratio of search engine delivered visitors to search terms
  • Index-to-crawl Ratio — ratio of pages indexed to unique crawled pages
  • Engine Yield — the amount of traffic a search engine delivers for every page it crawls

Speakers:
Brian Klais, Netconcepts
Richard Zwicky, Enquisite

Best-kept Secrets to SEO Success: the Art and the Science

Web 2.0 Expo — San Francisco, CA

April 23rd, 2008

Seminar by

This session isn’t about SEO fundamentals. You won’t learn why links are important for rankings; you won’t learn how to justify SEO to your boss. What you will learn is how to take your search engine optimization skillset to the next level, even if you’re already a savvy search marketer. SEO expert Stephan Spencer opens up his toolkit to share insightful information that demonstrates each tool in action using audience members’ sites.

If you want the “secret sauce” to rocketing past your competitors in the search results, this session is for you.

  • Learn how to gain higher rankings through “The Long Tail,” blogs, social networks, widgets, APIs, spiders, and more
  • Obtain the tools and techniques to “reverse engineer” competing sites that outperform yours in Google