Melbourne Agenda 27th, August 2009

Our 2009 Agenda for Melbourne goes back to basics.

The reason? We have found over the last few months that more and more off-line spend being re-allocated to digital and particularly Search, so we are seeing a whole new group of Marketing people getting there first taste of Search Marketing, whether it be buying traffic on paid traffic or starting to optimise websites for organic traffic. We feel it’s important to go back to basics and give these new entrants a really good first look at how they can improve their ROI from Search Engine Marketing.

8:00 – 8:45	Badge and Backpack Collection
8:45 – 9:00	Welcome and agenda overview by your host – Barry Smyth
Session One – Search Fundamentals
9:00 – 9:30	Search 101 – How do Search Engines Work?
9:00 – 9:30	Learn what makes a search engine tick – What’s an algorithm, how do they work, what’s a search ad, how do they read my pages, what’s a SERP, what’s a crawler, what is all this jargon? So many questions. We have them ALL covered.
9:30 – 10:00	Search 102 – Search Engine Optimisation
9:30 – 10:00	An introductory overview outlining the key elements of what you need to do to improve your website in order to get better rankings (traffic) from the search engines
10:00 – 10:30	Search 103 – Pay Per Click
10:00 – 10:30	The key to a successful and profitable PPC campaign begins with a well thought out strategy, what are the goals for this campaign? Be No#1 for a certain keyword? Get as much cheap traffic as possible or just maximum ROI? This session looks at the strategic approach for PPC.
10:30 – 10:45	Q&A Session
10:45 – 11:00	Morning Tea Break
Session Two – SEO Essential – 3 Key elements of Successful SEO explained
11:00 – 11:30	Keyword Research (Covers SEO & PPC)
11:00 – 11:30	To build a successful search campaign for SEO & PPC, you need intelligent keywords research. Learn about the available tools, how to conduct keyword research, including selection, targeting and competition.
11:30 – 12:00	SEO Content Creation
11:30 – 12:00	Learn the key elements of online writing, keyword selection and use and internal linking strategies.
12:00 – 12:30	Link Building Fundamentals
12:00 – 12:30	Getting your link building campaign up & running is not as simple as sending out an email asking for a link, this session will guide you through what you need to consider when getting started, from how to write a good link request email to identify good and bad link neighbourhoods.
12:30 – 12:45	Q&A Session
12:45 – 1:45	Lunch Break
Session Three – PPC Essentials – Elements that will help your increase your ROI from PPC
1:45 – 2:15	Paid Search that WORKS
1:45 – 2:15	Relevance doesn’t stop with a search term. Good ad copy, ad group placement and intelligent targeting options all combine to make a difference between a high or low click through rate + we discuss these three key PPC element and discuss how they collectively effect your relevancy.
2:15 – 2:45	Landing Page Optimisation
2:15 – 2:45	Got the keywords & written some killer ad copy, group your ads correctly! now what! This session covers landing page optimisation and multivariate testing.
2:45 – 3:15	PPC “Quality” score
2:45 – 3:15	Google’s quality score remains a mystery to many marketers, plus Google keeps changing when and how it is used. This session takes a fresh look at the current state of quality score, how it is implemented and tips on using it to your advantage.
3:15 – 3:30	Q&A Session
3:30 – 3:45	Afternoon Tea Break
Session Four – The Wrap Up
3:45 – 4:15	Blended Search – Maps, Local & Mobile
3:45 – 4:15	Why is local search important? Should I care about Mobile? Find out who the players are and what benefits your business can get from being included in the Local Index’s.
4:15 – 4:45	Tracking Search!
4:15 – 4:45	Online marketing & search in particular can delver an enormous amount of data about the success or failure of your SEO or PPC campaign, this sessions is designed to show you what you need to be looking for in your analytics tools.
4:45 – 5:25
4:45 – 5:25	A few lucky recruits will have their serial number drawn and have a site of their choice analysed for search engine friendliness, although this time Mike’s regular session has a visitor
Speaker	Mike Motherwell, SEO Rainmakers – WMS Consulting
5:25 – 5:30	Closing Statement