Expanding on the popular site clinic approach, which features live web site audits from leading experts, the SEW Labs Series is a peer-group learning experience. This Accelerator Lab will have a special focus on Advanced Search Engine Marketing Tools & Tactics.
In each 90-minute Lab, the audience will participate with industry experts and search engine representatives in analyzing and auditing attendee web sites and in delving into the topic at hand via lively discussion. Think "crowd-sourcing consultancy" sessions in a live classroom environment.
Director of Search Engine Watch, Jonathan Allen will mix with the audience during each session and oversee the deconstruction and reconstruction of web sites for optimal performance.
Search Engine Marketing (including Paid Search Advertising, SEO, Display, and Analytics) in the Retail space can be a challenging but extremely rewarding marketing medium. This session will include formal presentations and Q/A with retail executives from (TBD) joined by a vertical executive from Rosetta. Topics will include launching and maintaining SEO and SEM campaigns and measuring their successes within hyper-competitive industries; growth and scalability; balancing needs between different categories; driving qualified new traffic; local search considerations; and increasing "Universal" (non-text) search results.
Attendees will learn how different category owners, vendors, marketing groups, and agencies can work together to align towards high performing campaigns and Web properties. The senior marketing leaders will also cover cross-channel measurement of performance of paid and earned media, and attributing value across other online initiatives including display advertising, mobile, and email.
15th–19th August 2011