I am off to a whirlwind tour of Scandinavia with three stops along the way—Tuesday (presenting to the Swedish Computer Society in Lulea, Sweden), Wednesday (to the Danish e-business Association in Copenhagen), and Thursday (at Software 2006 in Oslo).
I’ll present three sessions on search marketing at each location:
- Remember that Search Marketing is Marketing. Too often, we approach search marketing as a set of dials and switches that we twist and flip according to the mysterious advice of experts: sprinkle some keywords here, change your server configuration there, and a dozen more things that only technical experts understand. In this session, you’ll be reminded that search marketing is more about marketing than about search. Find out what search marketing is worth to your business and how you know when you’ve succeeded, so that you know when to stop twisting dials to spend your time on something else.
- Step-By-Step Organic Search Success. Learn how to optimize your Web site to get the best possible rankings from organic search engines. See how the different specialists on your Web team, such as Webmasters, programmers, writers, designers, marketers, and others can work together to get your site noticed by Google and other search engines. Avoid the “get rich quick” approach of fooling search engines–you can conduct a successful long-term campaign without any tricks if you know how.
- What’s Your Paid Search Personality? If you’re buying ads from Google, Yahoo!, or other search engines, you already have a paid search personality. Are you driven to get that #1 result? Do you only buy when the keyword prices are cheap? Will you pay any price to get higher traffic? Find out your personality and decide if it is best for your business, or whether thinking differently about paid search would buy you a lot better return on your investment.
Drop by if you’re in the neighborhood.
