Agenda & Schedule

Timing	Topic
0930 – 0945	Programme registration
0945 – 1030	Introduction to Search & Analytics 101 The Search Landscape: key developments and trends Impact of Social media on Search Difference between organic and paid search Budget allocation – Where to spend? And on what?
1030 – 1130	Search Engine Marketing PPC: what it is and how does it work? Optimizing per pay click Page rank, key word analysis, Sponsored links Google AdWords: How to use it and make it work for your brand. SEM best practice techniques & Case study
1130 – 1145	Tea Break
1145 – 0100	Search Engine Optimisation How do search engines work? Site optimization: The complexities and challenges The SEO process map How to optimize your site content The need for a strong Linking Strategy SEO Best practice
0100 – 0200	Lunch
0200 – 0300	Web Analytics Engagement metrics – what are they & how to measure them Content and Campaign testing A/B split & Multi-variate techniques Improving site conversion Analysis, Reporting & Scorecards Analytics platforms: Omniture, Web Trends, Google analytics
0300 – 0330	Programme Wrap Up

Timing