SEO in 2012: New York, NY

The Desmond Tutu Center
180 10th Avenue (between 20-21st Streets), New York, NY 10011
1/1/0001 12:00 AM - 1/1/0001 12:00 AM
Register before 1/1/0001 12:00 AM for early registration fee

What Works Now

Listen to a sneak peek SEO podcast by Instructor Stephan Spencer, Founder of Netconcepts, Co-author of The Art of SEO

Download SEO in 2012 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?

In this session, you’ll learn the secrets of 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.

In this hands-on, two-day workshop on search engine optimization and marketing, attendee websites will be deconstructed, with attendees playing an active role in diagnosing what ails each site from an SEO standpoint. Sticky issues such 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 about PageRank, blended results ("universal search"), Google+, grouped listings from the same site, 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.

SEO - Learning Objectives

• Discuss the changing SEO landscape and how you can make the most of it.

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

• Learn what to look for when hiring a search agency or in-house SEO staff.

• Learn how customers use search (eye-tracking, click-tracking, search terms) and how those behaviors should factor into your strategy.

• Learn how to effectively leverage content, online tools, social networks and social media (Google+, Facebook, Twitter, Pinterest, StumbleUpon etc.) to create buzz and links.

• Find out how to maximize search traffic, exploit targeted brand-building opportunities and rocket past competitors in search rankings.

• Discuss how to budget interactive marketing campaigns to include SEO.

• Learn how to benchmark against your competitors.

• Find out which metrics matter in SEO and what to measure for maximizing the return on your search marketing investment.

• Determine how to sell the value of SEO to your management and partners.

• Find out what will make you look like a savvy search marketer to employers and colleagues.

SEO - Who Should Attend

If your organization has a website and you contribute—or want to contribute—to digital, search, online or integrated strategies, this session will arm you with the practical, actionable tips that you need.

SEO - Prior Knowledge Required

Knowledge 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.

Cancellation Policy

Cancellations received 4 weeks prior to the event will receive a refund of fees minus $150 cancellation fee. Cancellations received within 4 weeks of the event will receive a refund of fees minus $300. There will be no cancellations on or after the start date of the training.

About the Instructor

Stephan Spencer


SEO in 2012 - Schedule

Day One

8:00–8:30 a.m. Continental Breakfast
8:30 a.m.–5:00 p.m. Program (includes Lunch, Morning and Afternoo Break)

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

5:00 p.m. End of Day 1

Day Two

8:00–8:30 a.m. Continental Breakfast

8:30 a.m.–5:00 p.m. Program (includes Lunch, Morning and Afternoon Break)

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.

Conference Center Location
The Desmond Tutu Center
180 10th Avenue (between 20-21st Streets)
New York, NY 10011
Phone: 1 212.929.3888
Fax: 1 212.991.5970
The Desmond Tutu Center is a unique new address for business in New York City, ideally located in Manhattan. This innovative Center combines charming 19th-century Gothic architecture with sophisticated 21st-century comforts.
The Center is named in honor of Archbishop Desmond Tutu, a tireless activist for peace and social justice, who has been awarded the Nobel Peace Prize, the Albert Schweitzer Prize for Humanitarianism, the Magubela Prize for Liberty and the Gandhi Peace Prize.
Surrounded by a park-like setting, the Center is convenient to the city’s business centers and attractions, including the Empire State Building, Madison Square Garden, Chelsea Piers, Herald Square and the Theatre District. Numerous restaurants, galleries and shops are within walking distance.

Recommended Hotels
The Desmond Tutu Center offers 60 beautifully restored historic guest rooms:
• Custom-designed furniture, including work desk
• Flat-panel TV, complimentary wireless Internet access, phones with voice mail
• Additional guest amenities including in-room tea/coffee maker, hair dryer, iron/ironing board, laundry and dry cleaning services

To make reservations, please call 1 212.929.3888.  Sleeping rooms & rates are based on availability.

Additional Hotels in the area
GEM Hotel - Chelsea, an Ascend Collection Hotel
300 West 22nd Street
New York, NY, 10011
1 212.675.1911

The Standard Hotel
848 Washington Street
New York, NY 10014 US
1 212.645.4646

Hotel Indigo New York City - Chelsea
127 West 28th Street
New York, NY 10001
1 212.973.9000

Wyndham Garden Hotel - Manhattan Chelsea West
37 West 24th Street
New York, NY 10010
1 212.243.0800

Doubletree Hotel New York City - Chelsea
128 West 29th Street
New York, NY 10001
1 212.564.0994

Area Attractions & Events
Please visit NYC & Company for additional city information. 

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

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.

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.

Alamo Rent-A-Car
Drive Happy with Alamo. Where American Marketing Association members save up to 20%. And, with self-serve check-in you can skip the counter, check-in at the kiosk and drive away. All you need is a valid driver's license, major credit card and an existing reservation. It's that easy. Reserve a car now or call Alamo Rent A Car at 1 800.462.5266. Be sure to request Contract ID AMA7745 at the time of reservation.

Enterprise Rent-A-Car
Great Cars. Low Rates. Free Pick-up.
When you’re ready to go, we make it easy with everyday low rates on great cars. With the largest fleet in North America and a wide variety of vehicles, Enterprise has you covered. Plus, we're always nearby at more than 6,000 neighborhood and airport locations. Reserve a car now.
Pick-up and drop-off service is subject to geographic and other restrictions.

National Car Rental
As an American Marketing Association member, you'll get up to 20% off rentals at National Car Rental.  And, with the Emerald Club® from National Car Rental, you can bypass the counter and choose your own car. Enroll now.
Reserve a car or call National Car Rental at 1 800.CAR.RENT® and reference Contract ID AMA7745 at the time of reservation.  Go National. Go Like a Pro.

From JFK Airport:
Follow the signs to the Van Wyck Expressway (687 North) and take it to the Grand Central Parkway West. Take the Grand Central Parkway West and exit at Long Island Expressway (LIE) (495 West, Midtown Tunnel). Merge onto I-495 West exit 10w on the left. Keep left at the fork in the ramp. Stay straight to go onto the Queens Midtown Tunnel Exit. Turn right onto E 34th Street. Turn left onto 9th Avenue. Turn right onto W19th Street. Turn Right onto 10th Avenue. END: 180 10th Avenue.

From La Guardia Airport:
Follow the signs to Grand Central Parkway West towards Parkway West/Manhattan. Take the Brooklyn-Queens Expressway (I-278 W) towards Verrazano Narrows Br., exit 4. Continue on the Brooklyn Queens Expy East ramp. Then take the I-278 West exit. Proceed and exit at the Long Island Expressway (I-495) exit 35 toward Midtown Tunnel. Merge onto the L.I. Expressway/I-495 exit toward Midtown Tunnel. Take the Tunnel Exit Street towards Downtown. Ramp then becomes Tunnel Exit Street. Continue on Queens Midtown Tunnel Exit/ Tunnel exit Street. Turn right onto E 34th Street. Turn left onto 9th Avenue. Turn right onto W19th Street. Turn Right onto 10th Avenue. END: 180 10th Avenue.

From Newark International Airport:
Start at Newark Airport, Newark on Conrad Road. Turn right onto US-1 North/ US-9 North. Continue on US-1 North/ US-9 North. US-1 North/ US-9 North becomes 12th Street. Continue, 12th Street becomes Boyle Plz (portions toll). Continue Boyle Plz becomes the Holland Tunnel (crossing into New York). Take Exit 1 toward RT-9A/ West Street. Turn Slight left onto Laight Street. Turn Right onto West Street/NY-9A N/West Side Highway. Continue to follow NY-9A N/ West Side Highway. Take the 10th Avenue ramp. Turn slight left onto 10th Avenue. END: 180 10th Avenue.

From Philadelphia, Pennsylvania:
Begin on I-95 N/ New Jersey Turnpike N towards Cars/Trucks-buses (portions toll). Merge onto I-78 E/ New Jersey Turnpike Exit E via Exit 14 toward 14A-14B-14C/ Bayonne/ Jersey City/ Holland Tunnel (portions toll). Turn slight right onto 12th Street. 12th Street becomes Boyle Plz (portions toll). Boyle Plz becomes Holland Tunnel (crossing into New York). Take Exit 1 toward RT-9A/ West Street. Turn slight left onto Laight Street. Turn Right onto West Street/NY-9A N/West Side Highway. Continue to follow NY-9A N/ West Side Highway. Take the 10th Avenue ramp. Turn slight left onto 10th Avenue. END: 180 10th Avenue.

From Connecticut:
Begin on I-84 W. Then merge onto I-684 S via exit 20 towards White Plains/ New York City (passing through Connecticut – then crossing into New York). Keep Left to take I-684 S via Exit 1 toward Whitestone BR. I-684 S becomes Hutchinson River Parkway South. Keep left to take Cross Country Parkway W via Exit 15 toward the George Washington Bridge. Take the Saw Mill Parkway S/ Saw Mill River Parkway South via the exit on the left. Saw Mill Parkway/ Saw Mill River Parkway S becomes Henry Hudson Parkway (portions toll). Henry Hudson Parkway becomes NY-9A S/ West Side Highway. Turn left onto W 18th Street. Turn left onto 10th Avenue. END: 180 10th Avenue.

Taxicabs are readily available at all of the area airports.
Approximate fares (subject to change without notice):
La Guardia Airport – $30.00 one-way
JFK Airport - $45.00 one-way
Newark International Airport - $50.00-$75.00 one-way

Airport Shuttle Service
For information on Super Shuttle airport transportation in the New York City area and fares, please contact 1 212 BLUE-VAN (1 212.258.3826).  Twenty-four hour advance notice is appreciated for reservations.

Public Transportation
Metropolitan Transit Authority
Port Authority of New York & New Jersey

There are two pay parking garages within walking distance of The Desmond Tutu Center:

GMCC Garage
- Located directly across the street from The Desmond Tutu Center on Tenth Avenue.
- Cost $24.00 plus tax for 24 hours
- No reentry privileges

MTP Chelsea Garage
- Located on 18th Street between 10th and 11th Avenue.
- Cost $20.00 plus tax for 24 hours
- No reentry privileges

​There are no sponsorship opportunities for this event.
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