SEM: What Every e-Marketer Needs to Know (Workshop)

November 5th, 2002


Step-by-Step Web Marketing (produced by IIR, sponsored by Google, and endorsed by the American Marketing Association) held in Atlanta, GA

Imagine an online ad that costs you nothing per impression, guarantees both a local and worldwide audience actively seeking your products and services, and offers 6 times the click-through rate of a banner ad… a search engine listing.

Search Engine Marketing is the ultimate targeted, low cost and high return weapon in the e-marketer’s promotional arsenal. Using search engines is the second most popular Web activity behind email. 80% of Internet sessions begin at search engines. 55% of online purchases are made on sites found through search engine listings. If you want to grab people’s attention online, you need to know how to get your message to people through search engines.

Companies who do not aggressively address search engine marketing are letting their competitors eat their lunch. Consider that has nearly 500-fold more pages in Google than,,, and combined! There is a serious gap in your e-marketing strategy if it does not include search engine marketing.

Join us for a hands-on, day-long workshop on search engine marketing, where, with a live Internet connection, we will tackle:

  • Which search engines to target
  • Hands-on keyword research
  • Benchmarking against your competitors
  • Google’s secrets revealed (PageRank, hyperlink text, etc.)
  • Pay-for-performance search engines (Overture, etc.)
  • Building links (directories, niche sites, etc.)
  • Developing a search engine marketing plan
  • Best and worst practices (emulate the leaders, squash your competition)
  • Case studies, including the “inside scoop” on what worked and what didn’t
  • Making your e-commerce or database-driven site “search engine friendly”
  • Measuring the return on your search engine marketing investment
  • Criteria for selecting a search engine marketing agency
  • Online tools and resources

You’ll walk away with loads of practical, actionable tactics and tips. For example:

  • How many pages of your site (and your competitors’ sites) each search engine has indexed
  • The best sites in your industry to get links from for increasing your position in the search results
  • Relative popularities of keywords that your target audience might use (e.g. what’s more popular with searchers – apparel, clothes, or clothing?)
  • Workarounds for “spider traps” and poor search engine practices such as frames, question marks in URLs, Flash, pop-up windows, links that say “click here,” page titles like “Welcome to”, pull-down navigation menus, etc.

This workshop is designed with non-technical marketers in mind. But even the Internet-savvy techie will get a lot of this tailored, intensive workshop. Sponsored by Google and endorsed by the American Marketing Association, Sales & Marketing Executives International, and the eMarketing Association.