PubCon Training Program and Workshops

PubCon is excited to announce the addition of a one day two-track slate of intensive educational training programs during our PubCon South at Dallas event. Due to the intimate nature of this training, the size of the class will be limited.

The PubCon Training Program will take place on Tuesday, April 13, the day before the full conference officially begins, at the conference location, with two simultaneous tracks of in-depth sessions led by some of the industry's most respected search professionals.

Two Tracks:

SEO/Organic Search Optimization and Marketing
Conversion and Paid Search Marketing

SEO/Organic Search Optimization and Marketing

Organic search and SEO will be on tap in a second track of sessions featuring Michael Gray, president of Atlas Web Service, Carolyn Shelby, the director of natural search at, and Joe Laratro, the president of Tandem Interactive.

Heading up the organic search and SEO PubCon South at Dallas training track is Joe Laratro, an experienced training professional and PubCon's lead moderator, who has written and spoken extensively about SEO content.

Part 1 - Contemporary SEO, Architecture, Content and Linking - Carolyn Shelby

Lots of free qualified traffic does not come by default to a Web site, rather it takes a well architecture, designed, and optimized one. The path to success begins with the basics of Search Engine Optimization. Carolyn Shelby brings back the basics so the fundamentals of search and optimizing for search engines are understood. This session will cover the basics of search, SEO on site: architecture, content, META tags, linking, and SEO off site: link building and directory basics.

Part 2 - Keywords and SEO Tools - Joe 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.

Part 3 - Advanced SEO: The Latest and Greatest Tactics - Michael Gray

What can make me an SEO superstar? What are the latest and greatest Search Engine Optimization tactics? Michael Grey has the answer. Michael's experience is invaluable, and this session will try to download as much of that knowledge as possible to the class. This session will train you on the latest cutting-edge SEO including: advanced link building, social media and search, tools of the trade, and secret successful strategies that cannot even be hinted at.

Part 4 - Live Audience Case Study and "Ask The Experts"

In the fast-paced interactive closing session your three speakers will tag-team a volunteer from the audience and take them through an accelerated version of the whole end-to-end process. After the mini case study is completed, audience members will have their specific questions answered in a rapid-fire Q&A session with the speakers.

SEO Topics Include:

    Keyword Targeting And Long Tail Targeting
    Advanced Link Building Campaigns To Increase Link Popularity
    Traditional On The Page SEO 2010
    Social Media Campaigns - What's New - What's Hot
    Bleeding-Edge SEO
    Leveraging Twitter

Conversion and Paid Search Marketing

A track dedicated to the paid search landscape will be headed up by training veteran Brian Massey, from Conversion Sciences. Brian teaches businesses the science of turning Web traffic into leads and sales.

Also on the SEM/Paid side of the aisle will be noted author Tim Ash, the president and chief executive of Tim is the author of e-commerce bestseller Landing Page Optimization: The Definitive Guide To Testing and Tuning for Conversions.

The track will also feature marketing expert Kate Morris, the founder of Austin, Texas-based Marketing Demons.

Part 1 - Define and Understand Your Audience - Brian Massey

The path to great search conversion rates starts with knowing what to test. Which offers, ads and landing pages will get your audience to come and convert? Brian Massey of Conversion Sciences will show you a powerful way to organize what you know about your audience so that your offers, ads and content drive searchers to take action. Attendees will learn how to expand their universe of keywords, how to identify unexpected offers that generate clicks, and how to choose content that converts visitors into buyers.

Part 2 - Traffic Driving Power Secrets - Kate Morris

Synergize your keywords and ad copy. Learn how keywords give you insight into the searcher's behavior. Once you have chosen keywords, you need to write effective ads. Understand the different types of ads so you can effectively test ad copy that resonates with your customers. Kate Morris of Austin, Texas-based Marketing Demons will show you how to choose keywords and test ad copy that will help you reach your marketing goals.

Part 3 - Landing Page Conversion Best Practices - Tim Ash

Fix the obvious problems, now! Many landing pages suffer from a number of common landing page issues that hold back conversion. Landing page optimization expert and author Tim Ash will take you through common landing page mistakes and how to fix them. Following the presentation he will conduct a series of quick "Your Baby Is Ugly" landing page mini-critiques with audience volunteers.

Part 4 - Live Audience Case Study and "Ask The Experts"

In the fast-paced interactive closing session your three speakers will tag-team a volunteer from the audience and take them through an accelerated version of the whole end-to-end process. After the mini case study is completed, audience members will have their specific questions answered in a rapid-fire Q&A session with the speakers.

PPC Topics Include:

    Advanced PPC Ad Creation and Optimization
    Landing Page Optimization
    Multivariate Testing and Optimization
    Understanding Your Quality Score
    Click Fraud Identification
    Landing Pages That Convert
    Specific Hands-On Time With Students For Q&A

What Is Included?

    A training guidebook with all the presentations from both tracks
    Attendees may freely move between paid and organic tracks
    Continental breakfast and plated luncheon (beverages will flow throughout the day)
    Q&A time at the end of each session
    Hands-on site clinic at lunch
    Limited class size

Tentative Schedule Tuesday April 13, 2010:

Search Training Schedule
Advanced PPC and Conversion OptimizationSEO Organic Track
8:30am Registration and continental breakfast
8:45am Training introduction by Brett Tabke
9:00am Define & Understand Your Audience Contemporary Organic SEO
10:10am Q&A Coffee break
10:35am Traffic-Driving Power Secrets Organic SEO 2010 - Back Links
12:30pm Plated Luncheon - Hands On Site Clinic & Reviews
1:30pm Landing Page Conversion Best Practices Sustainable Organic SEO
2:45pm Q&A Coffee break
4:00pm Live Audience Case Study & "Ask The Experts" Advanced SEO/Social Media
5:00pm Training program concludes

To take advantage of this impressive training program at April's PubCon South at Dallas and add an extra full day of learning sign up online today. This intensive full day of expert-led training is available for a special standalone low price. There are also additional discounts available with a full PubCon conference registration. Please see the registration page for more information on pricing.

We hope you will take advantage of this special offer and extend your PubCon experience with our new training program, and look forward to seeing you there.

Team PubCon

Questions about the PubCon training program should be directed to Jeff Randall, jeff(at)

Class size is limited and registration will close when the class is full.

Tandem Interactive
Joe Laratro

Carolyn Shelby

Atlas Web Service
Michael Gray
Brian Massey

Marketing Demons
Kate Morris
Tim Ash