Search Engine Marketing Primer

Part I: Introduction to Search Engine Marketing

Explore search engine marketing and what it takes for a marketer to achieve search engine marketing results. Learn how to identify ethical search engine marketing practices and how search engines define spam. Learn how to shape the business case for search marketing for your business, and how to staff this valuable marketing function.

Part II: Search Engine Basics

If you have ever wondered how a search engine builds its database, adds new sites to its index or chooses which results to show, this is the session for you. Learn to identify paid from algorithmic search listings and where search listings appear beyond the search results page. You will also learn how the search marketers’ efforts can impact what the user sees on the page.

Part III: Site Indexing Challenges and How to Fix Them

Is your site beautiful to behold, but invisible to search engines? This program focuses on the specific page elements and design technologies that can prevent a site from being included in a search engine data base. You will learn how to identify the barriers and what must be done to overcome them.

Part IV: Search Engine and Directory Submission/Inclusion Tactics

Want to know how to get your Web site indexed in the search engines using the newest and best practices? This session will outline all of the newest tactics available for ensuring rapid and complete site submissions. Learn how to get your site included in Google using Sitemaps and explore the many features of Yahoo! Site Explorer as well as other highly effective methods.