Search Engine Optimization, Houston, TX

2900 Sage Road
Houston, TX 77056
1/1/0001 12:00 AM - 1/1/0001 12:00 AM
Register before 1/1/0001 12:00 AM for early registration fee

                 Search Engine Optimization Brochure

Search engine optimization ("SEO") has evolved immensely over the past several years. Are you and your organization keeping up? More importantly, have you fully exhausted the potential that SEO provides? If not, this two-day intensive training is for you. Expert practitioner Stephan Spencer will share the secrets of the SEO: what works and what doesn't; what you should be measuring; what tools to use; where trouble looms and untapped potential lies; where search engines and the industry are headed, and much more.

Explore how to use the targeted, low cost and high return marketing channel known as "natural" or "organic" search -- i.e. the unpaid search results of Google and the other major engines.  SEO is the ultimate weapon in the web marketer’s promotional arsenal.

Join us for a hands-on, two day workshop on search engine optimization and marketing that covers all the bases. With a live Internet connection, attendee websites will be deconstructed -- with attendees playing an active role in diagnosing what ails each site from an SEO standpoint. Such sticky issues as making your database-driven website "search engine friendly" and workarounds for "spider traps" and poor search engine practices will be tackled. Google’s secrets will be revealed, including details around PageRank, blended results ("universal search"), indented listings, sitelinks, and more. Case examples from B2C, B2B, nonprofit and higher education will be shared, including the "inside scoop" on what worked and what didn’t.

You will walk away with loads of practical, actionable tactics and tips, a number of which are not widely known in the SEO community. For example:

• Minimize duplicate content and keep your site from getting hit by Google's duplicate content filter

• Identify, in unconventional ways, high PageRank-endowed, industry-specific, authoritative links that will increase your position in the search results

• "Take away" a competitor's second indented listing

• Reverse engineer your competitors' backlinks to look for link opportunities for yourself

This workshop is designed with non-technical marketers in mind. But even the Internet-savvy techie will get a lot out of this tailored, intensive workshop. Through interactive presentations and exercises, case examples, and best-practice implementation reviews, participants will leave with a comprehensive understanding of how they can profit from search engines as a marketing channel.

First five paid registrants for each venue who submit their URL (or a competitor's URL if they prefer) to will get an interactive, real-time critique of the site’s search engine findability during the workshop.


• The changing landscape of SEO and how you can make the most of it as a marketer

• The lingo that will enable you to work efficiently with your Web team and vendors

• How customers use search (eye-tracking, click-tracking, search terms)

• How to rocket past competitors in search rankings

• How to maximize search traffic and exploit targeted brand building opportunities

• How to sell the value of SEO to management and partners

• What to look for when hiring a search agency or in-house SEO staff

• What will make you look like a savvy search marketer to employers and colleagues

• How to benchmark against your competitors

• What to measure for maximizing the return on your search marketing investment

• How to budget interactive marketing campaigns to include SEO

• How to effectively leverage content, online tools, social networks and social media to create buzz and links


• Sales and marketing executives of any size organization

• Marketing directors responsible for digital or integrated marketing strategy

• Marketing managers in charge of their website, search marketing or online marketing for their organization

• Anyone involved in marketing one or more websites for their company or clients

• Ad agency executives, production staff, and account managers looking for a competitive edge for clients

Knowledges of computers, basic Internet terminology and a cursory understanding of Internet marketing is desired. A basic understanding of search engines will be helpful, but is not required. This two day workshop offers something for all skill levels, from search marketing "newbies" to advanced search engine marketers.

Stephan Spencer is founder and president of Netconcepts, a leading natural search marketing firm which boasts clients such as Home Shopping Network, AOL, Verizon, Discovery Channel, and REI. Stephan is an author of the O'Reilly book "The Art of SEO" with co-authors Rand Fishkin, Eric Enge and Jessie Stricchiola, due out in 2009. Stephan is a Senior Contributor to and to Practical Ecommerce, a monthly columnist on Search Engine Land, and he's contributed to Multichannel Merchant, DM News, Catalog Age, Catalog Success, Building Online Business, Unlimited, and others. He is co-author of the analyst report "The State of Search Engine Marketing 1.0 - New Strategies for Successful Cataloging" published by Catalog Age. Stephan has spoken at hundreds of conferences around the globe -- everywhere from Berlin, London, Toronto, Santiago and Auckland to New York, Chicago, San Francisco and Los Angeles. Stephan is an avid blogger. He blogs primarily at, but he's also been known to blog on the CNET Blog Network, the Blog, Natural Search Blog,, and elsewhere.


8:00 – 8:30 Registration and Continental Breakfast

Overview (Interactive) -- Attendee Expectations, Goals, Skills to be Acquired over the 2 Day Program

Anatomy of a Search Engine -- Spiders, Indices & Algorithms, Market Share & Trends

Inside the Head of the Searcher -- Searcher Behavior & Intent

Hands-on Keyword Research & Keyword Portfolio Management

SEO Copywriting -- Optimizing Your Content

HTML Optimization -- Make Your HTML "Sing"



Search Friendly Site Architecture, Design, Navigation & Internal Hierarchical Linking Structures

Technical Optimization -- URLs, Redirects, Tracking Parameters, Flash, JavaScript / AJAX and more

Link Building -- Tools & Tactics for Acquiring Valuable, Relevant Links Sustainably

Social Media Marketing – Leveraging Online Communities to Create Links & Buzz

End of Day Wrap-Up, Key Learnings and Intro to Day 2


8:00 – 8:30 Continental Breakfast

Quick Review of Day 1 Material

Paid Search Fundamentals & Achieving Synergies with SEO

Search Analytics -- Metrics that Drive ROI

Tools of the Trade -- The Essential Tools & Resources for your SEO & Paid Search Toolkit



Vertical Search -- Local Search, News Search, Product Search, Image Search, Video Search, Blog Search, Mobile Search

Worst Practices -- Beyond the "Best Practices" to the Dark Side of "Black Hat" Spam & Other Deadly Mistakes

Site Clinic & Interactive Site Reviews -- Apply Your Knowledge by Auditing Fellow Attendees' Websites

Taking It Back to the Job, Homework, Wrap-Up and Review

Registration is not available at this time.

Training Series Location:
Courtyard by Marriott Houston Galleria
2900 Sage Road
Houston, TX 77056
Phone: 1 713.622.3611
Fax: 1 713.622.3204

When looking for a hotel with convenient access to everything Houston has to offer, you can always count on the Courtyard by Marriott Houston by the Galleria to exceed your expectations. Rising 15 stories into the skyline, this brand-new hotel provides contemporary, upscale lodging at surprisingly moderate rates. The new Courtyard by Marriott Houston Galleria is in the heart of Houston's best shopping district, as well as central to corporate offices for Bechtel, Schlumberger, Accenture, Capital One, Lucent Technologies, ExxonMobil, Shell, Chevron, Wachovia, and more. Located minutes from downtown, the George R. Brown Convention Center, Reliant Stadium, Minute Maid Park, the Toyota Center, and the Houston Museum District.

Rates: $109.00 single/double (plus applicable state & local taxes, currently 17%, which are subject to change without prior notice)

Please call 1 800.321.2211 & reference the American Marketing Association to make reservations. Rates are based on availability.

The cut-off date for reservations is January 25, 2010. After January 25, 2010, reservations will be accepted based on availability and at the prevailing rate.  Reservations must be accompanied by a first night room deposit. The deposit is refundable if cancellation notice is received by 6:00 p.m. on the day of arrival.

Check in time is 3:00 p.m., and check out is at 12:00 p.m. Anyone arriving earlier than 3:00 p.m. will be checked in as soon as room(s) become available. Guests checking out early may be assessed an early departure fee.  Upon check in, guests will be asked to verify their departure date.  At that time, scheduled departure dates may be altered. 

The AMA is committed to providing equal access to our meetings for all attendees.  If you are an attendee with a disability and require program accommodations, please contact the AMA Meeting Services Department, and a member of our staff will ensure that appropriate access arrangements are made.  If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation.  In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting.

 Area Attractions, Events and Tourism
Please visit for additional city information.           

Conference Attire 
Conference attire is business casual. Meeting rooms may be cool so you may wish to bring a sweater/jacket.






AMA's travel coordinator, Tower Travel Management, is available to assist with reservations.  Call 1 800.542.9700 within the U.S. and Canada.  Reservation lines are open Monday through Friday 8 a.m. - 6 p.m. CST or, you may contact them via email at  Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees.  They are dedicated to providing superior customer service and hassle-free travel arrangements.  Please note that fees, restrictions and cancellation penalties will apply.
For your convenience, the American Marketing Association has made arrangements with Avis for your car rental needs.  Special rates have been negotiated for you.  Please contact 800/331-1600 to reserve a car. In addition, please be sure to use the AVIS Worldwide Discount Number:  D098599
Directions & Transportation
George Bush Intercontinental/Houston Airport - IAH
Hotel direction: 27 miles SW
Driving Directions: South out of airport to Beltway 8, 3 miles to I-45 South, 10 miles to I-610             West, 10 miles to Westheimer exit, right 1/4 mile to Sage, right one block- on the right.        

Estimated taxi fare: $60.00 (one way)

Airport Shuttle Service (Operated by SuperShuttle)

IAH - After you claim your luggage, proceed to one of the SuperShuttle ticket counters, which are located at terminals A, B, C & D at the lower level baggage claim area.

Please visit for more information or call 1 800 BLUE VAN (1 800.258.3826).

Single Fare One-Way: $24.00 (subject to change without notice)

Houston/William P Hobby - HOU
Hotel direction: 16 miles NW

Driving Directions: I-45 North, 6 miles to Hwy. 288 South, 5 miles to Hwy. 59 South, 6 miles to        I-610 north and exit at 8C-Westheimer. Left one mile Sage and left one block.

Estimated taxi fare: $50.00 (one way)

Airport Shuttle Service (Operated by SuperShuttle)

HOU - After you claim your luggage, proceed to the SuperShuttle ticket counter, which is located inside the baggage claim area on the lower level.

Please visit for more information or call 1 800 BLUE VAN (1 800.258.3826).

Single Fare One-Way: $23.00 (subject to change without notice) 

Parking at the Hotel
Self parking is available for $10.00 per day (subject to change without notice), includes in & out privileges.  Hourly rates are $2.00 per hour for up to 4 hours.

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