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Event Details
Agenda and Curriculum
09:30 Registration
10:00 Opening Intro:
Intro to the day
10:10 - 11:00 What is SEO?
11:00 - 11:45 How Do Search Marketers Think About Keywords?
* Intro
* Distinguishing between informational, navigational and transactional keywords
* Generic vs. long-tail keywords
* Analysing keyword trends
* Visitor interest metrics: how "sticky" are your keywords?
* Keyword learnings from transacting websites - finding "money" keywords
* The importance of testing keywords via Pay-Per-Click (PPC)
* Tools and resources
11:45 - 13:00 Optimizing a page and a site: "How to"
Targetting keywords on site, considering
* Page Titles
* Meta info
* Headers and content
* Internal linking structure
* URLs
Things to avoid
Things to watch out for
13:00 - 14:00 Lunch
14:00 - 15:00 PPC
Introduction into making a solid PPC account – Structure, Keyword tools, ad text do’s and don’ts, impact of landing pages. Finishing on an insight into the metrics used to measure and adjust campaigns.
15:00 - 16:00: Where Social and Search meet
SEO is about online branding as much as ranking for other types of keywords and is vital for commanding the SERP for your own brand name, but good use of social media can back this up - and SEO and Social are both vital for reputation management. Social is rapidly becoming important for traditional PR and dissemination of information. And realtime search and citations are playing an increasingly important role, so having the RIGHT social presence can also help backup traditional link building campaigns and traditional PR campaigns. Plus, you can't linkbait without it....at least not easily.
16:00 Q&A with the panel: Everyone hopefully, Ben and I will facilitate
16:30 - close followed by beer and networking at a venue TBA
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When & Where
MLT (Main Lecture Theatre)
MMU Business School
Aytoun Street
M1 3GH Manchester
United Kingdom
Wednesday, February 17, 2010 from 10:00 AM to 4:00 PM (GMT)
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MMU Business School
Manchester Metropolitan University Business School (MMUBS) has been supporting industry and commerce in the city since 1889. Today's modern, full-range Business School offers undergraduate, postgraduate and higher research degrees in all major sub-disciplines of business and management. Notable growth areas include entrepreneurship and innovation, human resource management, marketing and public relations and accounting and finance.
With some 4,000 undergraduate and 1,000 postgraduate students (including 60 research students and 420 professional accounting students), we are one of the largest business schools in the UK. We offer a comprehensive range of postgraduate qualifications - from certificates to doctoral degrees - providing a ladder of opportunities for individuals at different stages of their business and management careers.
Our facilities are rapidly expanding, with a new £300,000 graduate incubator, Innospace, launching last year and a £65 million plan for a new Business School now well underway.
Our academic staff engage in applied research and provide in-house courses and consultancy services for our corporate clients. Knowledge transfer partnerships and student placements are also offered from our Centre for Corporate Learning.
The Business School has built its reputation by adapting to the fast-changing local economy. Thinking ahead is as vital for the Business School as it is for business, and with the city of Manchester emerging as the 2nd largest financial and professional services centre outside London, we were first to create a qualification in partnership with the Institute of Financial Planning.
Looking back, MMUBS was also first to introduce a full-time degree in Retail Marketing Management, now the fourth largest sector in the city’s economy, and first to pioneer both a degree and masters programme in Digital Marketing Communications – the ICT Digital sector now employs 100,000 people in our region
