Search Engine Optimization

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1 Gain cutting-edge search engine marketing and optimization techniques that will dramatically increase your Web site traffic, help you generate more sales, acquire new customers and bury the competition. Search Engine Optimization The Complete Course on Understanding & Using Cutting-Edge Search Engine Optimization and Pay-Per-Click Techniques Your trainer for this intensive two-day course will be the leading search engine marketing specialist, Kevin Lee. Learn more on page 4. PROGRAM SCHEDULE ENROLL ONLINE AT OR CALL

2 What Good Is It To Have An Outstanding Web Site If Nobody Can Find It? Who ll Be There Marketing managers, executives and business owners Consumer marketers and business to business marketers Sales professionals Graphic design and creative professionals Public relations professionals IT and IS professionals Organizations that currently have a Web site and want to maximize its potential Organizations wanting to begin or revamp their online marketing efforts Professionals who want to get up-to-speed quickly on this rapidly evolving topic It s not an overstatement to say that the skills you ll learn during this workshop can double triple even quadruple the hits, sales and profits on your Web site! But it won t happen by itself YOU need to make the decision to join us at this exclusive workshop. Call and enroll today! Effective search engine marketing (SEM) and search engine optimization (SEO) are critical parts of the marketing mix in today s highly interactive world. But for many marketers, SEO (organic search) along with pay-per-click (PPC) search engine marketing are at best confusing and, at worst, a mysterious new language. WHICH IS WHY YOU CAN T AFFORD TO MISS THIS INTENSIVE TWO-DAY WORKSHOP By using the plain-english search marketing strategies you ll learn at this exclusive training event, you can maximize the exposure of your Web site and turn it into a profitable revenue vehicle that will help you generate more sales and acquire new customers. Designed for marketing and IT pros alike, this userfriendly, step-by-step workshop is engaging, eye-opening, and most of all, guaranteed to work wonders on both your organic SEO efforts and your pay-per-click search campaigns. LEARN FROM LEGENDARY SEARCH ENGINE EXPERT KEVIN LEE! You ll learn directly from industry insider and expert Kevin Lee, one of the leading authorities in the nation on search engine optimization. Kevin has a track record of SEM success that makes marketers envious, and the technological know-how to talk search engine optimization with the best IT minds in the field. So no matter what side of the e-marketing equation you fall on, Kevin can and will speak your language! Take advantage of this rare opportunity to learn firsthand from this extraordinary search engine marketing guru. YOU WILL DISCOVER THE VERY LATEST PROVEN SEARCH ENGINE MARKETING TECHNIQUES AND DRAMATICALLY INCREASE YOUR WEB PRESENCE When you join us for these two fast-paced days, you ll learn about the different types of search engines and how to get your organization s name to the top of the lists. You ll discover how to make SEM part of an ongoing and successful marketing plan the benefits and drawbacks of outsourcing vs. doing it inhouse the costs involved in SEM and how much your company should be spending, and much, much more. MASTER THE KEYS TO SEARCH ENGINE OPTIMIZATION IN JUST 2 DAYS When you think about the nearly unlimited reach your web site can have, why risk losing customers and profit by learning SEM by trial and error? In just two insightful days, you ll master the optimization tips and techniques you need to dramatically increase the visibility of your company s Web site on the Internet and send your sales soaring! Call and register today. THIS IS A ONE-OF-A-KIND OPPORTUNITY DON T RISK MISSING OUT! 2 ENROLL ONLINE AT OR CALL

3 Your Comprehensive Course Agenda REGISTRATION AT 8:30 A.M. DAY 1 COURSE HOURS: 9 A.M. TO 4 P.M. I. Introduction to Search Engine Marketing Search engine marketing and the new marketing mix Why search engine marketing is important for all businesses Understanding SEM, SEO and PPC terminology How search engines work What you really need to know about search algorithms Spiders and crawlers and what they look for The different types of search engines available Learn about the Open Directory Project II. SEM The Big Picture How should SEM be a part of our marketing mix? The unique opportunities in search Selling search engine marketing to management Comparative costs of marketing using SEO and PPC Do we go it alone or outsource? Industry trends and the future of search marketing III. Developing a Search Engine Marketing Plan Which search engines are right for me? Selecting the right keywords Search and the buying cycle Do I use organic and paid search? Or both? Affiliate marketing and search 10 things not to do in organic search Legal issues: Trademarks, copyrights and click fraud What does our IT department need to do? IV. B2B vs. B2C: Strategic and Tactical Issues B2B and B2C buying cycles and search The decision-making process for B2B search Ambiguous keywords and unclear search terms B2B and B2C creative strategies and how they differ Channel conflict for B2B and B2C search Seasonality of B2B and B2C search inventory V. Improving Your Organic SEO Efforts How to measure results the right way Getting ranked higher to improve ROI Keyword use within your site and anchor page links Tips for adjusting your strategies based on results Know the dangers of dynamic links and URL structure Tricks that can backfire what not to do Content is king build your Web site to maximize SEO results What you need to know about meta tags and title tags VI. Maximize the Effectiveness and Efficiency of Your Paid Search Budgeting and planning Finding high-profit PPC opportunities 10 things not to do in paid search Paid search success metrics and integrated campaigns Right bid, right time, right engine, right keyword Closing the loop, data, action What is contextual inventory, and do I need it? Tips to turn visitors in to customers VII. Take Your SEO and PPC to the Next Level Organic site clinic evaluation of actual Web sites to help you identify SEO opportunities PPC clinic evaluation of actual PPC campaigns to maximize profit potential Niche search engines are they right for me? Vertical and local search leveraging the power of targeted marketing Resources to assist you with SEO that will allow you to stay up-to-date on the latest trends How to stay ahead of your competition BRING THIS WORKSHOP ON-SITE. For more information on bringing this training to your organization, tailored to your specific needs, call our Business Training and Development Services department at or visit /onsitetraining.cfm. I learned a wealth of information and tools that will have a direct effect on the marketing of my company s website. J. Clay, Internet Coordinator Great information. A must attend for anyone even thinking about internet (search) marketing. G. Ary, Marketing Program Manager SPECIAL GROUP DISCOUNT: I didn t realize how far off track our organization was in SEO/SEM. With the tools (the trainer) shared we should be up to speed in no time. J. Schlapkohl, Internet Manager WHEN 3 ENROLL FROM YOUR ORGANIZATION, THE 4TH ATTENDS FREE! 3

4 Kevin Lee Learn search engine optimization from one of the leading authorities in the nation! TO ENROLL... Register online at Fax the completed registration form to Call toll-free or Mail the registration form to: Rockhurst University Continuing Education Center, Inc. P.O. Box Kansas City, MO A nationally-known expert on search engine optimization, Kevin Lee is a pioneer in the field of internet marketing. As the cofounder and CEO of the Web s most respected search engine marketing company, Did-it.com, Kevin has an uncanny knack of making even the most complex subjects seem easy while helping search marketers gain a competitive edge in the search marketing wars. Kevin is the author of dozens of articles about search engine marketing and search engine optimization. As a respected industry leader, he is a frequent spokesperson for the interactive marketing industry and has been quoted in The Wall Street Journal, USA Today, BusinessWeek, MSNBC, Information Week and many other publications. He has been a keynote speaker at nearly every major online marketing conference in North America over the past decade. Kevin knows better than anyone how search engines can consistently connect you with targeted prospective customers and build a consistently renewable and profitable revenue stream. Kevin serves on the board of directors of the Search Engine Marketing Professional Organization (SEMPO), writes for ClickZ, DM News and Catalog Age, and speaks regularly at industry conferences. His mission is to teach best practices in search engine optimization and marketing. Kevin received an MBA from the Yale School of Management in 1992 and spent several years in traditional advertising at McCann- Erickson and JWT before going interactive in Kevin packs every presentation he gives with all the must-know information that only a true insider knows, and all the how-to s you need to maximize the return you ll get from your web presence. Don t pass up this rare opportunity to learn the benefits of organic and pay-per-click search marketing directly from an industry guru and maximize your Web site s ROI! Attend this intensive two-day course and you ll learn How to cut through the confusion of SEM, SEO and PPC terminology About the different types of search engines and how they work How search engine marketing can boost your overall marketing efforts How to get started, manage and improve search results How to interpret SEM results using various measuring tools All about keyword research and management The do s and don ts of Web site structure to maximize your SEO effectiveness How to adjust your organic and paid marketing strategies based on results How to profit from real-time PPC search auctions About the future of SEO and how you can stay ahead of your competition 4 SPECIAL GROUP DISCOUNT: WHEN 3 ENROLL FROM YOUR ORGANIZATION, THE 4TH ATTENDS FREE!

5 REGISTRATION FORM 1. Names of Attendees (Please list additional registrations on a separate sheet and attach.) 1. Mr./Ms. Title City/Event #: Address 2. Mr./Ms. Title City/Event #: Address WHEN 3 ENROLL FROM YOUR ORGANIZATION, THE 4TH ATTENDS FREE! 2. Company Information (Please Print) *Phone required in case of last-minute changes. Organization Address Mail Stop *Phone City State ZIP Approving Supervisor: Mr./Ms. Title Address **Fax **Your fax number will be used to send confirmation of your registration as well as to notify you of upcoming events in your area and provide you with special discounts and offers available exclusively to RUCEC customers. SCHEDULE 3. Method of Payment If you have registered by phone, please record your confirmation number here:. Check payable to Rockhurst University Continuing Education Center, Inc. is enclosed. SD, CT and WV residents, please add applicable sales tax to your payment. If you are tax- exempt, enter your tax-exempt number here: and attach a copy of your tax-exempt certificate. Charge to: MasterCard VISA American Express Discover Diners Club Card No. Exp. Date Signature Bill my organization; Attn: (Note: Full registration fee due and payable prior to start of workshop) Our purchase order is attached (government, educational and health care organizations only) 4. Important: Your VIP Customer Number Fill in your VIP Customer Number as it appears above the name on the mailing label. (Record the number even if the label is addressed to another individual.) Enrollment Fees & Group Discounts GROUP DISCOUNTS: When 3 enroll from your organization, a 4th attends FREE! CANCELLATION: If you cannot attend, you may send a substitute or receive a credit memo toward a future workshop. If you cancel your registration up to 10 business days before the workshop, your registration fee will be refunded less a $10 enrollment charge. FED ID #

6 This how-to packed, two-day training delivers cutting-edge search engine optimization strategies, including: How to maximize your site for different search engines The 10 don ts of search engine optimization Selecting the right keywords and page links How to interpret results the right way Search Engine Optimization The Complete Course on Understanding & Using Cutting-Edge Search Engine Optimization and Pay-Per-Click Techniques Understanding the critical differences in B2B and B2C search engine marketing The difference between organic and paid search, and what it means to you How to use organic search and paid search together to outsmart your competition How to get ranked higher on the right search engines And much, much more! ROCKHURST UNIVERSITY Continuing Education Center, Inc. P.O. Box Kansas City, MO Need to correct name, title or address? Did you receive duplicate brochures or want to be removed from our list? Please fax the mailing label with corrections to or mail to us at 6901 West 63rd Street, Shawnee Mission, KS , Attention: List. Allow 15 weeks for processing. Nonprofit U.S. Postage PAID Rockhurst University Continuing Education Center, Inc. Time-Sensitive Material ENROLL ONLINE AT OR CALL VIP # Take advantage of our early bird enrollment and group training discounts. See page 5 for details.

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