1. Keep Ahead of Your Competition by
Acquiring Knowledge on Changing
Trends in SEO and Social Media
Search Engine
Optimization Training
September 13–14, 2010 Align Your Overall Business
Arlington, VA
Goals with Your SEO Efforts
Create SEO You Will Learn to:
Create a Strong Foundation for Your SEO Strategies
Campaigns Learn how to best invest your marketing dollars with relevant SEO techniques
that Increase Improve Your SEO Efforts with the Right Social Media Tools
Utilize latest technology to create a community of readers and future customers
Revenue Increase Brand Recognition and Define Your Organization as
and the an Industry Leader
Attain mass appeal with helpful web content that defines your team as
leading experts
Customer
Measure the ROI of Your Organic Search Efforts
Experience Acquire key performance data to validate your search activities
In Association with:
Join Us For This Hands-On Training Course And
Take Part In Live SEO Site Reviews To Lean How
To Maximize Your Online Appeal
www.ASMIweb.com/SEO
www.ASMIweb.com/SEO 1

2. day one
Search Engine Optimization Training
September 13, 2010
8:30
Training Registration and Continental Breakfast
9:00
Keynote Address: Link Your Marketing Efforts to Business Outcomes with
Innovative SEO Techniques
The arena of Online Marketing is an ever changing landscape given the fast pace of global
competition and technological advancements. The addition of countless social media
outlets, clever content and blogging is making every online site compete for the attention of
potential customers. Leaders within everyone organization are being tasked to incorporate
new strategies and campaigns that push innovation to the next level. Online marketing and
SEO implementation experts are both challenged and rewarded with all the developments
now available to maximize search efforts. During this keynote, you will learn how to utilize
SEO campaigns to get better results from your online presence.
Review the evolution of search marketing and SEO techniques
Identify search engine tools to attract new clients and prospects
Understand new resources within the industry that may expand your business efforts
Integrate SEO as part of your thriving business model
Allison Fabella
SEO / Social Media Manager, The Atlanta Journal-Constitution
10:30
SEO Fundamentals: Concepts, Definitions and Trends
Discuss how SEO relates as a whole to your online marketing efforts
Understand how search engines operate and what attracts a loyal audience
Gain a greater understanding of how SEO strategies affect search engine indexing
Review the various databases that work to optimize search engine traffic
12:00
Lunch
who should attend:
CMOs, VPs, Directors, Managers and Analysts involved in:
Search Engine Optimization Integrated Marketing Business Development
Marketing Planning & Analytics Brand /Product
Management & Development
Advertising Marketing Research
2 www.ASMIweb.com/SEO

3. day one
Search Engine Optimization Training
September 13, 2010
1:00
Create a Strategic SEO Strategy
Identify key SEO drivers that must be in place for a winning outcome
Examine what resources are required to create your SEO strategy
Find out how to best allocate your marketing dollars for SEO efforts
Implement a Successful Key Word Strategy to Gain Appeal with Your Online Readership
Retrieve relevant keywords that your target audience is searching
Determine if your chosen keywords will rank your site competitively
Adapt your processes to continually monitor your key word options
Develop and Implement Search Friendly Content
Identify new types of content opportunities that can help skyrocket your rankings
Recognize what constitutes as quality online content
Determine if your content is strategically targeted
Target your content for user behaviors with proper keywords and modifiers
4:00
Day One Training Adjourns
top five reasons to attend:
Measure the ROI Leverage Build a strong Gain a Monitor and
of your search customer brand online competitive enhance your
optimization readership and with quality and advantage with online reputation
campaigns loyalty with the strategic content new SEO tools
right SEO practices and resources
www.ASMIweb.com/SEO 3

4. day two
Search Engine Optimization Training
September 14, 2010
8:30
Training Registration and Continental Breakfast
9:00
Identify Ranking Factors that Influence Your Success
Learn the correlation between link building and how it affects your search outcomes
Review the various header and page data options
Examine trust components that affect your inbound and outbound links
Evaluate geo-location issues that may influence your SEO efforts
Utilize Social Media to Optimize your Viewer Engagement Levels
Study new and existing social media resources that may boost your online presence
Outline the key components required for effective link development
Explore how to balance social media initiatives with traditional search activities
12:00
Lunch
1:00
Measure the ROI of Your SEO Campaigns
Identify opportunities to create innovative measurement campaigns
Utilize analytics to monitor the performance of your SEO efforts
Evaluate and modify your SEO strategies by tracking visitors, leads and conversion rates
Learn How to Stay Ahead of Your Competition with a Strong Online Reputation
Find out how to manage your online reputation
Determine what monitoring must be in place to secure a healthy online presence
Benchmark your SEO efforts with your web competitors
Improve your SEO Efforts with Modern Practices and Resources
Discover how to utilize mobile search options into your overall SEO strategy
Consider video optimization to draw in more traffic
Learn how to incorporate microformat into your SEO strategies
4:00
Training Adjourns
4 www.ASMIweb.com/SEO

5. Search Engine Optimization Training
In-House Training
One of the more popular vehicles for accessing the Institute’s educational offerings is the delivery of on-site
trainings and management facilitations. Bringing a training or facilitation in-house gives you the opportunity
to customize a program that addresses your exact challenges and provides a more personal learning
experience, while virtually eliminating travel expenses. Whether you require training for a small group or for an
organization-wide initiative, the advanced learning methods employed by the Institute will create an intimate
training atmosphere that maximizes knowledge transfer to enhance the talent within your organization.
Customization
We realize that not all obstacles can be overcome by applying an “off-the-shelf” solution. While many training
providers will offer you some variation of their standard training, the Institute’s subject matter experts will work with
you and your team to examine your programs and determine your exact areas of need. The identification of real
life examples will create a learning atmosphere that resonates with participants while at the same time providing
immediate return on your training investment. Using interactive exercises that employ actual projects or scenarios
from your organization, instructors can address specific challenges and align the curriculum of each session to your
objectives. While the majority of on-site trainings are focused on smaller groups, the Institute also has the ability to
accommodate organization-wide training initiatives. Utilizing multiple instructors, the Institute has the capacity to
deliver courses to groups of up to 300 participants per day.
Areas Of Expertise
On-site delivery of single courses, certification programs and entire packages of specialized courses are
available in the following areas:
Strategic Planning Workforce Management Program Evaluation
Performance Measurement Budgeting and Forecasting Administrative Management
Project Management Contracting Change Management
Lean Six Sigma Performance Reporting Balanced Scorecard
For more information about in-house training options available to you, please contact Jennifer Mueller
at 202-739-9619 or email her at Jennifer.Mueller@ASMIweb.com
meet the trainer and keynote presenter:
Trainer: Marek Wawrzyniak is the founder and CEO of Interactive Web Works, Inc., a web agency based in Phoenix Arizona.
He provides advanced interactive marketing services to his clients. He is an expert in Social Media, Search Engine Optimization,
Search Marketing, and web design. Between 2001 and 2008 he served as the SEO Strategist and Internet Marketing Manager at
Northwestern Mutual in Milwaukee, WI, ranked 110 on the Fortune 500 companies list. After moving to Phoenix AZ he started his
own internet agency. Marek represents 17 years of experience in the Internet-related management, marketing, leadership and
development areas. He is a public speaker and trainer.
Keynote Presenter: Allison Fabella directs all strategic and tactical SEO and Social Media initiatives for the southeast’s
largest newspaper, The Atlanta Journal-Constitution (plus AccessAtlanta, AJCHomefinder, AJCExchange & others). She also
serves as the AJC’s “SEO & Social evangelist”, holding training courses for the paper’s vital personnel including editorial, IT,
design, and management. She began her Search career at the Search marketing agency, Prominent Placement in Atlanta.
Allison then migrated In-house to the publishing company, Primedia, where she managed SEO for several well-known sites,
such as NewHomeGuide.com and AutoGuide.com. Allison is a founding member of Atlanta SEMPO and serves as their VP of
Programming. In 2009, Allison was named one the most influential women in Search.
www.ASMIweb.com/SEO 5

6. Search Engine Optimization Training
Logistics & Registration
Venue and Hotel:
Quality Assurance
Search Engine Optimization Training will be held
at The Performance Institute’s Training Center in ASMI strives to provide you with the most productive and effective
educational experience possible. If after completing the course
Arlington, VA. A public parking garage is located you feel there is some way we can improve, please write your
inside of the building for $10/day. Continental comments on the evaluation form provided upon your arrival.
breakfast, lunch and refreshments will be Should you feel dissatisfied with your learning experience and
provided for delegates on each day. wish to request a credit or refund, please submit it in writing no
later than 10 business days after the end of the training to:
The Performance Institute Conference Center Corporate Headquarters
ASMI: Quality Assurance
1515 N. Courthouse Rd., Suite 600
c/o Thompson Publishing Group
Arlington, VA 22201 805 15th Street, NW – 3rd Floor
703-894-0920 Washington, D.C. 20005
Note: As speakers are confirmed six months before the event,
A limited number of rooms have been reserved at some speaker changes or topic changes may occur in the
the Arlington Rosslyn Courtyard by Marriott at the program. ASMI is not responsible for speaker changes, but will
prevailing rate of $229. This rate is based on the work to ensure a comparable speaker is located to participate in
the program.
Government Per Diem and is subject to change.
Please call the hotel directly and reference code If for any reason ASMI decides to cancel this conference, ASMI
“Search Engine Optimization Training” when accepts no responsibility for covering airfare, hotel or other costs
incurred by registrants, including delegates, sponsors and guests.
making reservations to get the discounted rate.
The hotel is conveniently located three blocks
from the Rosslyn Metro station. Please ask the Discounts
• All ‘Early Bird’ Discounts must require payment at time of
hotel about a complimentary shuttle that is also registration and before the cut-off date in order to receive any
available for your convenience. discount.
• Any discounts offered whether by ASMI (including team
Arlington Rosslyn Courtyard by Marriott discounts) must also require payment at the time of registration.
1533 Clarendon Blvd. • All discount offers cannot be combined with any other offer.
• Discounts cannot be applied retroactively
Arlington, VA 22209
Phone: 703-528-2222 / 1-800-321-2211
www.courtyardarlingtonrosslyn.com
Tuition & Group Discounts: sponsorship opportunities
The tuition rate for attending Search Engine
Optimization Training is as follows: As a conference and training provider, The American
Strategic Management Institute is an expert in
Offerings *Early Bird Regular bringing together leaders to share and discuss best
Rate practices and innovations. We connect decision-
Training *$799 $899 makers with respected solution providers.
Registration Fee
ASMI offers four different pre-designed
*For the Early Bird Rate, Register by July 19, 2010 sponsorship packages:
For more information on group discounts for Event Co-Sponsor Session Sponsor
“Search Engine Optimization Training,” please Luncheon Sponsor Exhibit Booth Sponsor
contact Paul Rogers at 858-737-4122 or email him For more information on sponsorships or to get
at Paul.Rogers@ASMIWeb.com started, contact Meredith Mason 202-739-9707 or
email her at Meredith.Mason@ASMIweb.com
6 www.ASMIweb.com/SEO

7. Search Engine Optimization Training
Logistics & Registration
to register
Call Fax this Form to Visit
877-992-9522 866-234-0680 www.ASMIweb.com/SEO
Registration Form
Yes! Register me for Search Engine Optimization Training
Please call me. I am interested in a special Group Discount for my team
Delegate Information
Name Title
Organization Dept.
Address
City State Zip
Telephone Fax Email
Payment Information:
Check Purchase Order / Training Form Credit Card
Credit Card Number Expiration Date Verification no.
Name on Card Billing Zip
Please make checks payable to: ASMI
CANCELLATION POLICY: ASMI will provide a full refund less a $399 administration fee for cancellations requested four weeks prior to the event start
date unless cancellation occurs within two weeks prior to the event start date. If a cancellation is requested less than two weeks prior to the event
start date, no refund will be issued. Registrants who fail to attend and do not cancel prior to the event will be charged the entire registration fee. All
cancellations must be requested through the cancellation link found in your attendance confirmation email. Please note that cancellation is not final
until you receive a cancellation confirmation email.
I have read and accepted the Cancellation Policy above.
ACKNOWLEDGED AND AGREED
By: __________________________________________________________________________________________ Date: _______________________
Priority Code: M139-WEB
www.ASMIweb.com/SEO 7

8. ASMI’s vision
In this challenging economic landscape, organizations must develop and execute
innovative strategies to survive and thrive. Performance and process improvement
methodologies give managers the tools they need to run leaner, more efficient
businesses. The mission of the American Strategic Management Institute (ASMI)
is to connect business leaders with best-in-class practices and training to address
management challenges and improve results. ASMI has grown into one of the nation’s
most innovative training providers, combining market research and industry insight to
deliver experiences and tools to inspire leaders and grow businesses. Through virtual
sessions, national summits, training programs and consulting services, ASMI brings
together leaders to share insights, ideas and actions to transform organizations.
Areas of Focus:
Performance Management: Using business analytics to drive strategy
Process Improvement: Leaning processes for efficiency and quality improvement
Financial Management: Budgeting and forecasting for better decision-making
Project Management: Managing projects to deliver results on time, within scope and in budget
Leadership Development: Building leadership skills to manage in times of change and conflict
Services:
Virtual Training Briefings 90-minute training sessions for the latest tools and
techniques to deliver results.
National Summits National events allowing business leaders to share best practices
and strategies for success.
Training Programs Methodology-based training modules in management
competencies, offered publicly or custom-designed for your organization
Consulting Services Field experts who can bring bold change to your workforce,
planning processes.
ASMI Corporate Headquarters
805 15th Street, NW, 3rd Floor
Washington, DC 20005
Ph: 877-992-9522 Fax: 866-234-0680
www.ASMIweb.com