SEO in 2015 - Chicago

Summit Executive Centre
205 North Michigan Avenue, 10th Floor, Chicago, IL 60601
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 (SEO) in 2015
 

Search Engine Optimization (SEO) in 2015 – What Works Now

Listen to a sneak peek SEO in 2015 podcast by Instructor Stephan Spencer, Co-author of The Art of SEO, Author of Google Power Search, Co-author of Social eCommerce

SEO in 2015 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 training, 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 (and other authority metrics), blended results ("universal search"), Google+, YouTube (the number two search engine!), critical Google algorithmic updates (Panda, Penguin, Hummingbird, Knowledge Vault, etc.), 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 in 2015 - 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, LinkedIn, 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 in 2015 - 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 in 2015 - 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. 

SEO in 2015 - Cancellation Policy

All Training Intensive cancellations and requests for refunds must be submitted to the AMA via email at cnelson@ama.org. Cancellations received four weeks prior to the event start date will receive a refund minus a $75 early cancellation fee. Cancellations received after that date will receive a refund minus a $150 late cancellation fee.

Registrants wishing to cancel may send someone to take their place without penalty if they send a written request with the replacement person’s name to info@ama.org at least two weeks prior to the event start date. No refunds will be given after March 10, 2015.

A conference registration may not be shared by two or more individuals. Space is limited and on-site registration cannot be guaranteed. Separate cancellation policies may exist for pre-conference programs, tutorials, and other associated events. Hotel and transportation reservation cancellations must be handled by the individual registrant directly with the hotel, airline and/or other company.  Please note: Any hotel room booked outside the AMA negotiated block of rooms will not be reimbursed for expenses, including the need to cancel the event.​ 

SEO in 2015 - About the Instructor
Stephan Spencer

​SEO in 2015 - Schedule
 

Day One
8:00 – 8:30 a.m. Continental Breakfast
8:30 a.m. – 5:00 p.m. Program (includes Lunch, Morning and Afternoon 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"

Lunch

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

Lunch

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 

Summit Executive Centre
205 North Michigan Avenue, 10th Floor
Chicago, IL 60601
Phone: +1.888.887.2070 or +1.312.938.2000
Fax: +1.312.861.0324

Located in the heart of downtow
n Chicago on the northeast corner of Michigan Avenue and Lake Street (two blocks South of the Chicago River), Summit Executive Centre is just steps away from Millennium Park as well as the City's premier hotels, shopping and entertainment.

The Summit is conveniently located near two international airports: O'Hare (18 miles) and Midway (11 miles). It is also within a three to eight minute walk of six of Chicago's finest hotels, connected to two of them (the Swissôtel and Hyatt Regency Chicago) through an enclosed concourse and literally steps away (140 to be exact) from the rear exit of the Fairmont to the side entrance of the facility.

Please note: Any hotel room booked outside the AMA negotiated block of rooms will not be reimbursed for expenses, including the need to cancel the event.​


Recommended Hotels 

Hyatt Regency Chicago on the Riverwalk
151 E. Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.565.1234
Reservations: +1.800.233.1234
Walking Distance to Summit (3 minutes) 

Swissôtel Chicago 
323 E. Wacker Drive 
Chicago, IL 60601 
Phone/Reservations: +1.312.565.0565
Walking Distance to Summit (5 minutes)
Reserve a Room Now

Fairmont Chicago 
200 North Columbus Drive 
Chicago, IL 60601
Phone/Reservations: +1.312.565.8000
Walking Distance to Summit (Less than 2 minutes)

Hard Rock Hotel Chicago
230 North Michigan Avenue
Chicago, IL 60601
Phone: +1.312.345.1000
Walking Distance to Summit (1 Minute)

Club Quarters
75 East Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.601.3400
Walking Distance to Summit (less than 5 Minutes)
For individual reservations, contact the hotel directly at +1.312.601.3400 and ask for the "Summit Executive Centre Corporate Rate".

Comfort Suites
320 North Michigan Avenue 
Chicago, IL 60601 
Phone: +1.312.204.690
Reserve a Room Now

For more information, please visit Summit Executive Centre Accommodations​

Area Attractions and Events
Please visit Choose Chicago for additional city information.

ADA 
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 Association@TowerTravel.com.

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.

Nati
onal 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.

Directions to parking 

Michigan Plaza 205/225 North Michigan Ave.


From Michigan Ave.
Take Michigan Ave south across the river to the third stop light, Lake Street., and take a right (West). Immediately turn right (North) on Garland and then right (East) on Lower South Water. Stay on the far right side of the pylons. Follow signs for 205 / 225 Michigan Plaza to the 2nd stop sign after crossing Lower Michigan Ave (Lower Columbus Dr.) and take a right (South) for one block. Take another right (West) on Lower Lake St. The entrance to the Public Parking Garage will be at the end of the street on your right.

From the North Suburbs
Take the 90/94 exit at Ohio St. and proceed East to State St., and take a right (South). At Illinois St. take a left (East). At Lower Michigan Ave. take a right (South) and proceed across the river to the second stop light, Lower South Water, (the first light is Lower Wacker Dr.) and take a left (East). Stay on the far right side of the pylons. Follow signs for 205/ 225 Michigan Plaza to the 2nd stop sign (lower Columbus Dr.) and take a right (South) for one block. Take another right (West) on lower Lake St. The entrance to the Public Parking Garage for will be at the end of the street on your right.

From the South or West Suburbs
From 90/94 or I 290 follow signs into Chicago via Congress Parkway. Take a left onto Columbus Dr. Proceed north for 5 lights to South Water Street. Make a left (West) and go down the middle ramp to the stop sign. Make a sharp left "U" turn around the pylons back East to lower Columbus drive. (Follow signs for 205/ 225 Michigan Plaza.) At lower Columbus Dr., take a right (South) for one block. Take another right (West) on lower Lake St. The entrance to the Public Parking Garage for will be at the end of the street on your right.

From LSD North/South
Exit at Randolph Street. Take a right (North) onto Columbus Drive. At the second light make a left (West) onto South Water and go down the middle ramp to the stop sign. Make a sharp left "U" turn around the pylons back East to lower Columbus drive. (Follow signs for 205/ 225 Michigan Plaza.) At lower Columbus Dr., take a right (South) for one block. Take another right (West) on lower Lake St. The entrance to the Public Parking Garage for will be at the end of the street on your right.

Park on any level P1-3, but you must pay on P-1 before exiting the garage. Take the elevator up to the Lobby Level of the building. Proceed to the security desk for your daily pass. Take the elevators on the left and go up to the 10th floor.

Parking Prices as of January 1, 2012  
(subject to change without notice) 
$11.00 - prior to 7:30am until 10pm
$13.00 - prior to 9am until 10pm
$24.00 - after 9:30am
$18.00 - 2 hours to 4 hours

Transportation
O’Hare International Airport 
Taxi: Allow 1 to 2 hours
Approximately $40.00-55.00 
Airport Shuttle: GO Airport Express 
Approximately $29.00 one way (subject to change)
Train: $5.00 for travel that originates at O’Hare Airport (subject to change)
Allow approximately 45 minutes to an hour

By train from O'Hare Airport 
Take the "Blue Line To Loop" train into the city (about a 45-minute ride) to the Washington/Randolph Street station (below ground). Proceed up to the street level and walk east on Washington to North Michigan Avenue. Make a left and proceed to the 205/225 building entrance. Take the escalator up to the main lobby. Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass. Head to the right and take the middle bank of elevators to the 10th floor.

Midway Airport 
Taxi: Allow 45 minutes to 1½ hours
Approximately $30.00-45.00
Airport Shuttle: GO Airport Express 
Approximately $24.00 one way (subject to change)
Train: $2.25 (subject to change)
Allow approximately 45 minutes to an hour

By train from Midway Airport 
Take the "Orange Line To Loop" train into the city (about a 35-minute ride) to the State/Lake Street station. Proceed east on Lake Street to North Michigan Avenue. Cross over North Michigan Avenue and proceed to the 205/225 building entrance. Take the escalator up to the main lobby. Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass. Head to the right and take the middle bank of elevators to the 10th floor.

Helpful Websites
Chicago Transit Authority 
Metra Rail​ 

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