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Search Optimization

Boston, September 30-Oct 4, 2012

More and more, more of your budget is moving to pay per click keyword search. How do you measure those results? How do you know how much to invest in brand advertising to increase search traffic? More clicks aren't your best result if your bounce rate is high. Come to this track to learn about the latest in selecting, assessing and tracking from the keyword to the purchase.

Moderator: Rachael Gerson, Lead, Analytics Division, Seer Interactive

Wednesday, October 3

Identifying Your Key Keywords

Barbara Coll, CEO, Webmama.com Inc.
Keyword selection management seems very straight forward at first - then it all goes horribly complex. Broad keywords, branded keywords, competitive keywords, subordinate keywords, long tail conversion quotient - simpler things have driven people insane. Barbara shares her guide to getting organized and getting executive buy-in. Learn how to approach a keyword text corpus using analytics and subject matter experts to optimize of all web elements and content. Choosing the top 20 phrases for a company is a matter of art and science. Hear how Barbara adds years of experience and a touch magic to the mix.

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Advanced PPC Bidding Techniques Using Big Data

Jeff Ferguson, CEO, Fang Digital Marketing
Optimizing the ebb and flow of retail buying patterns is a complex problem. Too complex, in fact, to allow for overly simplified bidding strategies based on the day of the week - or worse - the whims of anecdotal recollections from the guy who managed the account two years ago. Jeff shares the data driven system he created at Local.com embedding a day-of-the-month bidding strategy. He adjusted bidding based on pay days, retail buying patterns, and more. Jeff has since applied these methods to a variety of retail and ecommerce clients with similar results. Learn about his process and methodology via case studies.

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Measuring Your SEO Traffic is Not Enough

Amanda Watlington, Ph.D., APR, Owner, Searching for Profit
Are you enjoying a continuous increase in traffic from your SEO efforts? Your enjoyment may be short-lived once you take your competitors' traffic into consideration. Amanda shares tools, tips and tactics for determining whether your organic search results are really measuring up. See how to mine your keywords and results on an ongoing basis to expand your keyword footprint for long term traffic growth. Hear how to assess your key competitors’ strength on your keyword traffic drivers. Learn how to flex your organic search keywords to drive continuous business growth and monitor your competitive standing.

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