SEO for 2017 - Chicago, IL

Summit Executive Centre
205 North Michigan Avenue, 10th Floor - Chicago, IL 60601
10/25/2016 8:30 AM - 10/26/2016 5:00 PM
Register before 9/28/2016 12:00 AM for early registration fee

​​SEO for 2017

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.

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.



RESOURCES


LEARN

  • 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. 
  • 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 

See Full Agenda>>


INSTRUCTOR

STEPHAN SPENCER​, Co-author, The Art of SEO is an internationally recognized SEO expert, consultant, and bestselling author. He is the co-author of The Art of SEO (now in its third edition), author of Google Power Search, and co-author of Social eCommerce, all published by O'Reilly.  Stephan founded Netconcepts in 1995 and grew it into a multi-national SEO agency before selling it in 2010. Stephan’s clients post-acquisition have included Zappos, Sony, and Chanel. Stephan is creator of Traffic Control (a three-day seminar on SEO), co-creator of Passions into Profits, and host of two popular podcasts, The Optimized Geek and Marketing Speak.

WHY 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. 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 2016 - Cancellation Policy

All Training Series cancellations and requests for refunds must be submitted to the AMA via email to cchun@ama.org. Cancellations received four weeks prior to the event start date will receive a refund minus a $150 early cancellation fee. Cancellations received after that date will receive a refund minus a $300 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 October 11, 2016. 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. Registration for or participation in this training program constitutes an agreement by the registrant to permit the AMA to the use and distribution (now and in the future) of the registrant or attendee's image and/or voice in photographs, videos, electronic reproductions, and audiotapes of such events and activities. For questions or concerns, please call 800.262.1150 or email info@ama.org.

SEO for 2017 - Agenda

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 


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​

Located in the heart of downtown 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.

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

Swissôtel Chicago 
323 E. Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.565.0565
Walking Distance to Summit (5 minutes)

Fairmont Chicago 
200 North Columbus Drive 
Chicago, IL 60601
Phone: +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)

theWit Chicago - a DoubleTree by Hilton Hotel
201 N. State Street
Chicago, IL 60601
Phone: +1.312.467.0200
Walking Distance to Summit (3 minutes) 

Chicago Marriott Downtown Magnificent Mile
540 North Michigan Avenue, (Driveway Entrance on 541 North Rush Street)  
Chicago, IL 60611
Phone: +1.312.836.0100

Radisson Blu Aqua Hotel Chicago
221 North Columbus Drive
Chicago, IL 60601
Phone: +1.312.565.5BLU (5258)
Walking Distance to Summit (less than 5 Minutes)

For more information, please visit Summit Executive Centre Hotel Partners

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 Live Experience Team, 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 7:00 a.m. - 7:00 p.m. CDT 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.

Directions 
By car from the south 
Take I-90/94 West (the Dan Ryan Expressway) into Chicago. Exit at Congress and proceed east to S. Michigan Avenue. Turn left and proceed north to South Water Street. The "233 N. Michigan Avenue" parking garage will be immediately on the left. After parking, walk one block south 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.

By car from the north and northwest 
Take I-90 East (the Kennedy Expressway) into Chicago. Take the Washington Street exit east. Proceed east on Washington Street to North Michigan Avenue. Make a left, proceed three blocks to South Water Street and make a right. The "233 N. Michigan Avenue" parking garage will be immediately on the left. Walk one block south 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.

By car from the west 
Take I-290 East (the Eisenhower Expressway) into Chicago. Follow the signs for Congress Parkway and take it east to S. Michigan Avenue. Make a left, proceed north to South Water Street and make a right. The "233 N. Michigan Avenue" parking garage will be immediately on the left. Walk one block south 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.

By car from the southwest 
Take I-55 North (the Stevenson Expressway) to Lake Shore Drive North. Take the Randolph Street exit. At the bottom of the ramp make a left at the light and proceed west to N. Michigan Avenue. Make a right, go two blocks north and make a right on South Water Street. The "233 N. Michigan Avenue" parking garage will be immediately on the left. Walk one block south 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.

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.

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.

Transportation
O’Hare International Airport 
Taxi: Allow 1 to 2 hours|
Approximately $40.00-55.00 
Airport Shuttle: GO Airport Express 
Approximately $32.00 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

Midway Airport 
Taxi: Allow 45 minutes to 1½ hours
Approximately $30.00-45.00
Airport Shuttle: GO Airport Express 
Approximately $27.00 one way (subject to change)
Train: $2.25 (subject to change)
Allow approximately 45 minutes to an hour

Helpful Websites
Chicago Transit Authority 
Metra Rail​ 

Parking
Illinois Center Garage Parking
111 E Wacker Drive & 233 N Michigan Avenue (Enter on Michigan Avenue and South Water Street)
Phone: +1.312.819.5052
Daily Rates (seven days a week):
*Early bird (in 5:00 a.m.- 8:00 a.m., out by 7:00 p.m.) = $16.00*
Less than 20 minutes = $11.00
21-40 minutes = $16.00
41 minutes - 1 hour = $20.00
1-2 hours = $24.00
2-12 hours = $29.00
12-18 hours = $35.00
18-24 hours = $44.00

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