Organic SEO Training

PUBCON MASTERS GROUP ORGANIC SEO TRAINING PROGRAM

Bill Hunt Back Azimuth Consulting President

Bill Hunt: Back Azimuth Consulting President

Joe Laratro: Tandem Interactive President

Eric Enge: President Stone Temple Consulting

Eric Enge: President Stone Temple Consulting

Our Pubcon Masters Group organic SEO track will feature intensive day-long educational workshops featuring Joe Laratro, president of Tandem Interactive, Back Azimuth Consulting president Bill Hunt,

Joe Laratro: Tandem Interactive President

and noted SEO consultant Eric Enge, president of Stone Temple Consulting.

Laratro has a background rich in online marketing experience and a technical background dating back to the mid 1980s when he ran a bulletin board system (BBS) out of his parents’ house while in middle school. Laratro is a recognized and leading expert in the search engine marketing industry and currently sits on the advisory board for Pubcon and serves as the president for the South Florida Interactive Marketing Association (SFIMA). Laratro

 Bill Hunt, President, Back Azimuth Consulting

Bill Hunt, President, Back Azimuth Consulting

will bring his unique cutting-edge organic SEO vision and business strategy to the Pubcon Masters Group training program.

Hunt — an internationally-recognized search marketing speaker who has spoken at conferences in more than 30 countries — is considered a top thought leader on global search engine marketing, and is co-author of the bestselling book “Search Engine Marketing, Inc. — Driving Traffic to Your Companies Web Site,” now in it’s 2nd Edition.

Enge co-authored the popular O’Reilly Media book “The Art of SEO” along with Stephan Spencer, Rand Fishkin, and Jessie Stricchiola, regularly publishes columns for Search Engine Land and Search Engine Watch, and wrote the “Link Building Pro Guide” for Moz (formerly SEOmoz).

PUBCON MASTERS GROUP ORGANIC SEO TRACK DETAILS

Part 1: Scaling Your SEO EffortsBill Hunt

This segment will focus on four key areas of enabling a scalable SEO program.

  • Managing your program: We will focus on how to identify key areas
    of effort and opportunity via search and content workflows, integration with
    IT, and monitoring overall performance.
     
    • Optimizing workflow and resources
    • Working with IT effectively
    • How to write effective requests
    • Full-time link management
    • Diagnostics and ongoing maintenance
       
  • Search center of excellence: What is necessary to implement a
    search center of excellence to ensure consistent and scalable programs across
    technology, business units and countries.
     
    • Key elements of a center of excellence
    • Organizing a search council
    • Training & educating your extended team
    • Measuring performance consistently
       
  • Keyword management and modeling: In-depth steps for managing your
    keywords and how to create performance and segmentation models to identify
    missed opportunities for traffic and revenue.
     
    • Creating your master list of words
    • Finding untapped opportunities
    • Paid and organic co-optimization
       
  • Scaling SEO activities: Best practices for integrating SEO best
    practices into the content creation workflow via templates, business rules,
    keyword opportunity and governance.
     
    • Integrating SEO into the content workflow
    • Optimizing templates and CMS rules
    • XML site map management

Part 2: Organic Keywords and SEO ToolsJoe Laratro

The building blocks for search are in place, now it is time to dive deeper into the world of natural search engine optimization. Joe Laratro begins with live real-world examples of keyword tools and webmaster tools provided by the major search engines. Tools are good, but the knowledge of how to use them and make informed decisions with them takes it to another level. This session wraps up by focusing on natural and organic search through local search and blogging.

  • Core SEO fundamentals: Fast and advanced
     
    • Tags, robots.txt, SEO guidelines and rules
    • Reporting, tracking
       
  • SEO tools and real-world usage
     
    • Site crawlers, Firefox plug-ins, etc.
       
  • Google Webmaster Tools deep dive
  • Schema (Authorship with Eric Enge)
  • Local advanced
  • WordPress SEO
  • Advanced content generation
  • Other SEO considerations
     
    • Visual social media sites
    • Video
    • Mobile
    • Apps

Part 3: Making Sense of Content Marketing, Social Media, Link Building, and Semantic SearchEric Enge

Eric Enge, President, Stone Temple Consulting

Eric Enge, President, Stone Temple Consulting

With the advent of Penguin, increased manual link penalties, and new webmaster guidelines, it is easy to get confused about what you can and can’t do. Learn how to think about the marketing and promotion of your site in a way that will drive strong ongoing growth. This session will provide hard-nosed actionable advice that may reshape the way you approach your website’s inbound marketing strategy.

  • Link building
     
    • How it has changed in the past two years
    • What makes a good link and what is not a good link
    • Where to focus efforts today
       
  • Social and SEO
     
    • Social signals and their influence on search
    • Google+, Circles
    • Social media-driven link building
    • Viral strategies
    • Growth and influence strategies
       
  • Content marketing
     
    • Putting link building and social together
    • Content quality
    • Authorship
    • How to build a world-class strategy
       
  • Author Rank
     
    • How Google is using it
    •  How to set it up
    • Longer term implications
       
  • Recent updates and penalties research
     
    • Panda 2011 + updates
    • Penguin 2012 + updates
    • Google penalties
    • Smaller updates: Page layout, exact-match domain, new link guidelines,
      .etc

Part 4: In-House Question and Answer SessionFaculty

A fantastic chance to have your specific questions answered by the Pubcon Masters Group’s top organic SEO speakers in this rapid-fire Q&A period.

PUBCON MASTERS GROUP ADDITIONAL TRACKS

The Pubcon Masters Group training program is a well-attended exclusive add-on opportunity separate from the Pubcon conference, offering a full day of intensely-focused and highly personal learning from leading organic SEO innovators. Sign up today for the Pubcon Masters Group training program.

Bill Hunt Back Azimuth Consulting President

Bill Hunt: Back Azimuth Consulting President

Joe Laratro: Tandem Interactive President

Eric Enge: President Stone Temple Consulting

Eric Enge: President Stone Temple Consulting