Search engine marketing is at the core of the revolution in PR technology—it's what allows marketers to communicate directly with customers who are interested in buying our products and investing in our company . . . now. Best of all, search engine marketing is very low cost—and the more you know, the cheaper it gets. You'll find out:

• Why search engine usage by business and consumer purchasers has risen to such revolutionary dominance
• How search can double, triple or quadruple website and landing page traffic
• How search can dramatically boost visibility of your press releases
• How search can be used to increase viewing of corporate videos and listening to audio podcasts
• Why no marketing or PR campaign can ignore an SEO component
• How to help your top management understand that SEM is critical to your organization's marketing success
• Why you should consider paid search during a corporate crisis

Discover exactly how search engines work to find your website, PR and marketing materials

In order to advocate for search campaigns and then design them intelligently, you have to understand the mechanisms of the major search engines. You get the answers to these questions:

• What is the "search logic" of various search engines?
• What do search engines look at on your website and marketing materials?
• What do search engines love . . . and what do they reject?
• How do Google and other search engines change their algorithms to improve user results and foil manipulators?
• Why it doesn't make sense to try to "outthink" the algorithms
  

Keep your SEM program accountable: How to set measurable goals

The last thing you want is a search engine marketing strategy based on impulse or half-baked efforts. As exciting as this new technology is, you want a cost-effective program based in fact. To make sure your plan is sound and reflects reality, you'll learn:

• Which are the key metrics you should use in a search campaign?
• What expectations should you set for various types of search campaigns?
• How can you monitor, measure and report your results?
• How to cost-justify an SEM program to your management

What you can do to influence organic and paid search results

Where should you start in developing a search campaign—what are the fastest, easiest steps you can take, and which are the steps that require more research and effort? You'll find out:

• Relative influence of the searchable components of your website: metatags, headlines, body copy, links
• The importance of new emerging "universal search" criteria
• Easy, inexpensive tricks for vaulting your marketing materials to the top of results lists
• Importance of the "long tail" in search marketing . . . and how to make yours even longer
• How do you decide when to use paid Google AdWords and other paid search tools?

The world of search can be an intimidating jungle for the untrained. Depending on your website content, you may or may not be able to compete for visibility around certain search terms. Your most important task: Match your likeliest "winning" keywords with the competitive realities of the search universe. You'll learn how to do that and more:

• How to evaluate what your primary keywords should be
• How to assess and monitor the competition for your primary keywords
• Which free, low-cost and ultra-sophisticated keyword analysis tools should you consider?
• How to use your keywords strategically on your website and in your PR materials
• How to cleverly compete for (and win) the search wars for "must have" search terms

How to optimize your website or landing page for search

Here's where you'll get down to brass tacks: Find out the exact process you'll want to go through to begin optimizing your corporate website, online newsroom and product and special-offer landing pages. Using best-practice examples, you'll see how others have designed powerful, search-optimized websites, so you can emulate them. You'll also have the chance to begin creating a specific search strategy for your website and other web presences, including the use of keywords, graphics, audio and video, and links to your site from other sites.

How to optimize your press releases and other PR materials to increase communication directly to your marketplace

It's one thing to attract people to your website ("pull" technology), but it's another thing to begin publishing and broadcasting news and features about your company into the Internet ("push" technology). You'll learn what the savviest organizations are doing to get their messages out—to customers, to prospects, to analysts, and to investors—without relying on traditional media.

• How to create social media press releases to boost your readership dramatically
• How to use RSS feeds and content syndication to push your news out
• How to write, headline and tag your releases to improve search results
• How to use social bookmarking in your news site
• Which multimedia elements will give your marketing materials even greater prominence

Get off the sidelines: Take advantage of the power of search engine marketing starting today

Yes, it's a bit tricky. Yes, it's a new way of thinking about copy and PR and marketing. But yes, once you get started, your results will likely be immediate and huge. In fact, you'll soon wonder why you waited so long to take advantage of this powerful tool. This event will train you, and it will inspire you to seize the day.