During this session, you will learn about the different types of information that are most important to a site's ranking, and how to identify them with a set of tools. We will look at tools for competitive analysis, on-page optimization, page level information, site level information, indexing information, and off-page information.

Who Should attend?

Anyone who needs to better understand search engine optimization. More specifically, this workshop is for developers, brand managers, and marketers that have any involvement with natural search optimization. It will even be beneficial for those who are not directly responsible for SEO, but work with others in their division who are in charge of organic search marketing.

Agenda:

We'll take a look at the best tools (both paid and free) to accomplish a variety of common SEO tasks including link development tools, keyword and content generation tools, competitive analysis tools and much more. You can expect to learn to optimize the time you spend on common SEO tasks in addition to your website:

• You will learn how to check for improper redirects with header check tools
• You will understand different types of tools to perform link development
• You will learn about running simulated spiders on your website to find 404's and identify spider traps
• You will learn how to check on hosting and domain level details of a site
• You will learn to view a site with various features turned on and off to view it as a search spider does

About The Instructor

Todd Malicoat is an independent marketing and business consultant from the SEO school of thought. He's done strategic consulting for companies large and small and built and sold several sites of his own. An active conference speaker at Search Engine Strategies, Webmaster World Pubcon, and other industry conferences for several years, he is considered a leading authority on search and social marketing. He has been cited by Inc. Magazine, The Sydney Herald, Website Magazine, The New York Post, Infoworld, and many other media outlets on search, reputation management, social media, and other web related issues. Todd also runs a blog that covers all areas of web traffic acquisition called Stuntdubl.com - that echoes his mantra of "Getting hit by traffic... not cars http://www.stuntdubl.com."

Todd began creating websites in 1997, and started doing SEO and Internet marketing in early 2001. Todd completed a dual-bachelors degree program in Computer Information Management/Business Administration from Northwood University in the summer of '03 after completing his thesis on Planning, Developing, and Promoting a Successful Website for Small Business while simultaneously running a web design and consulting firm Meta4creations, LLC . Todd formerly held a Vice President position with the Great Lakes Web Professionals , while an Internet marketing consultant with System And Market Services of America ( SAMSA ) in Saginaw, MI, and has done project management and internet marketing for several dozen small to medium size businesses and a handful of larger corporations. He was also previously the VP of Sales and Marketing for We Build Pages in upstate NY, before entering full-time consultancy.

You'll learn why the Internet has created a unique environment that allows for rapid, inexpensive word of mouth marketing and how you can harness that environment to promote your own products and services. Jennifer Laycock will walk you through the actual brainstorming process she uses with clients to help you gather information needed to create your own viral campaign. She'll help you learn to identify "key influencers" within your industry and will offer concrete tips on the best way to approach them with your campaign. Jennifer will also share some tips on building quick and easy viral buzz by reacting to competitor's viral disasters.

Consumer generated media (the very core of viral marketing) is the fastest growing form of media online today. It's only a matter of time until someone online talks about your business. This course will not only help prepare you in the ways to respond to the conversation, it will help you learn how to shape that conversation to your advantage.

Who Should Attend

This workshop is for marketers and business owners that want to learn more about harnessing the power of viral marketing to build buzz about their business online. It also covers the topic of link baiting and explains how unique and creative content development can help launch both viral and link baiting campaigns.

Agenda

After attending this workshop, you will have a solid base level understanding of concepts that are vital to viral marketing and link baiting including:

• Why Viral Marketing is Such a Cost-effective Endeavor
• How to Take Advantage of Competitor's Viral Missteps
• Creating the Ideas That Market Themselves
• The Dangers of Viral Marketing Gone Bad
• The Impact of Social Media and Consumer Generated Media
• The Importance of Managing Your Online Reputation
• Tracking the Impact of Viral Marketing or Link Baiting Campaigns

During the Workshop the Instructor will lead you through:

• How the growth of consumer generated media on the Internet has created the ideal environment for rapid word of mouth marketing.
• What defines a good viral marketing campaign
• How (and where) to plant the seeds of a viral marketing or link baiting campaign so that it begins to spread on its own
• What products and services are available to help start and manage the buzz
• How to identify the ideal target audience for your campaign
• How to take advantage of blogs and other forms of consumer generated media to generate positive buzz about your company

About the instructor

Jennifer Laycock is the Editor-in-Chief of Search Engine Guide, an online publication aimed at educating Small Business owners about search engine marketing, viral marketing and online reputation management. Jennifer has helped create online marketing strategies for companies like Verizon, American Greetings, Highlights for Children and Option-Line, a national crisis-pregnancy hotline. She is also the author of the popular e-books " The Small Business Guide to Search Engine Marketing " and " Zero Dollars, a Little Talent and Thirty Days ."

Known for her down-to-earth style of teaching and a special focus on educating small business owners, Jennifer focuses on inspiring companies with new ideas without leaving their heads spinning with techno-talk.

Jennifer is a requested speaker and has served as both a panelist and a moderator at Incisive Media's popular Search Engine Strategies conferences, the eComXpo virtual trade show, Microsoft's Small Business Summit and several local search marketing training seminars. Jennifer has also served as a trainer for both Incisive Media and the Direct Marketing Association. In 2005, Jennifer delivered the keynote presentation at the MIVA Small Business Conference. She has also been interviewed and quoted by a variety of publications including The Financial Times, USA Today, The San Francisco Chronicle, The Wall Street Journal, The Washington Post and Entrepreneur magazine.