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Wednesday, July 6, 2011

Mequoda Daily: Search Engine Optimization 2011 Seminar

July 6, 2011

Search Engine Optimization 2011 Seminar

Discover four training modules that will help you drive more website traffic and generate more revenue...

At McGraw Hill Conference Center in New York City, NY - July 19th, 2011 with Don Nicholas & Kim Mateus

Join us for this intensive one-day seminar and learn the complete context of the new media landscape.

Dear Publishing Colleague,

In 2011, every editor is an online editor. Legacy content is being put online in massive volumes, and it's the online editors job to not only write and edit the content, they also need to help audiences find it.

Today, few publishers have the luxury of having editors who are strictly editors. Top-notch editors engage in content marketing, understand keyword research, SEO copywriting, blogging and how to execute SEO campaigns.

We are now living in a world where editorial duties, marketing prowess and audience development are rolled into one job. Having these universal skills helps online editors connect with their audiences, build long-lasting relationships and sell products that align with editorial content.

If an editor is unfamiliar with these Internet-based strategies, they are not adequately prepared to help publishers become successful in the digital age. With an uncertain future for print, all editors must learn online techniques.

SEO: a fundamental, universal skill

As Don Nicholas has said before, knowing how to write for the search engines and knowing how to use the Google Keyword Tool helps you echo back what people are looking for. In modern times, this is equivalent to knowing good grammar as an editor.

Furthermore, understanding the inner workings of search engines and knowing how to write to be found helps every employee become more valuable. This is true for editorial and marketing content alike, from internal to third party products.

SEO, however, may be the most important to magazine publishers. Today, most magazine editors must realize that their content will end up online. Google's goal of indexing massive amounts of content has become a reality that isn't expected to slow down anytime soon. Every bit of periodic content that is written now, regardless of where it's published, will ultimately be online.

And it's not enough for the content to be online; it needs to be found by your target audience, or it basically doesn't exist. The best, most informative and enlightening articles can go unnoticed if SEO is not considered in the process.

Join us on July 19th at the McGraw Hill Conference Center for the SEO Seminar and discover four 90-minute modules that will cover every aspect of SEO and content creation that online editors need to be found, build a larger audience and generate more revenue.

Learn the seven principles of content marketing

In the first quarter of this seminar, you'll get a context for the new media landscape.

During this 90-minute module, you will learn the principles that define a successful content marketing strategy, which ultimately allows content publishers to build a larger, longer-lasting community around their content.

Content marketing has brought new life to the customer-marketer relationship, and these are the seven content marketing principles that we'll discuss in this first 90-minute session:

Understand User Needs - Today's special interest media experience is about the self-aware, self- actualized user seeking information from trusted sources. Discover the varying expectations and demands today's more sophisticated consumer places on special-interest media.

Use Many Platforms - The digital age affords the opportunity to have multiple platforms work together towards one overall goal of building a more robust, profitable, audience-driven business. This is achieved by maximizing efforts on web, email, books, periodicals, apps and live events.

Leverage Organic Media - Organic media has become the main source of traffic for most online publishers. Learn how to integrate all your efforts together so that search, social and legacy media can be working in proper alignment.

Build User Relationships - Do you fully understand the power of FREE? The process of capturing email addresses should be utilized on every page of your website. Learn how to build a bigger email marketing file by giving away free content.

Maximize Customer Value - A key point of maintaining an audience involves balancing the frequency in which you email your list and the opt-out rates you experience. Learn the balance that successful online publishers are using for consistent audience growth and revenue generation.

Empower Your Organization - An organization must be working together towards the same goal. Organizing for empowerment requires businesses managers to think outside the box. Discover how to mobilize employees, vendors and customers so that they fully share your vision.

Manage by Exception - It's important to have a grasp on the overall health of your content-based business. Measuring what you can manage immediately alerts you to problems and opportunities in your online business. Learn how to track operating statics by utilizing a Key Metrics Dashboard.

Learn how to define, index and track your website's keyword universe for a competitive advantage

When designing your website, did you take the time to research keywords before coming up with topic categories?

How about naming your books or free products? Did you do any research when deciding what your website title tag would say, or your meta tags would reflect in Google?

Even today when you publish an article, do you include any keywords in your title or subtitle that have been researched? Or are you perhaps just hoping you have enough pull in your niche to get listed?

How is that working out for you?

Our second 90-minute module in this seminar is called Keyword Research Step-by-Step and is based entirely on painstaking research, accurate metrics, and a continuous process to meet the demands of an ever-changing Google search algorithm.

Does this sound like a lot of work? Yes, it's work. But once you master the skills, Keyword Research becomes quick and easy to make part of your day-to-day publishing routine.

And Keyword Research has a big payoff because the greater your audience, the greater your paycheck. The more you're seen, the more you earn.

In Keyword Research Step-by-Step, we spend an entire 90 minutes showing you the exact process it takes to build a "Keyword Universe" and "Google Visibility Report" for your website.

Your keyword universe will contain thousands of niche keywords and can be used in several business-boosting ways:

  • Given to your team of editors and marketers as editorial guidelines.
  • Used to title articles, books and products.
  • Useful for discovering topics in your niche that you didn't even realize your audience was looking for.
  • A styleguide for tagging articles and other content.

Key topics covered in this session:

  • Understanding primary keywords
  • Compiling your primary keywords
  • Validating editorial relevance
  • Researching keyword popularity
  • Quantifying keyword competition
  • Building your Keyword Universe
  • Benchmarking your visibility with Advanced Web Rankings
  • Adding new keyword clusters
  • Deleting irrelevant keywords
  • Updating your Google Visibility Report

Discover how to increase your overall website rank by optimizing blog posts for search engines

Do you ever wish that your well-written journalism, or convincing promotional copy, would get more exposure in Google? Do you wish someone would finally tell you, or better yet, show you, a precise step-by-step process for getting page-one rankings in Google?

When you launch a blog, your main goal is to increase website traffic. If you're ad-driven, then this is especially important, because advertisers are going to be looking for sites that fit their products with the most traffic. If you're product driven, then you're really trying to get people to your website to eventually buy or subscribe to a product.

At the end of the day, the purpose of free content on your blog is to eventually make money. That's why it's so important to write every blog as if it's eventually going to sell somethingâ€"ads, products or otherwise.

Here's the bottom line: If you embrace SEO blogging and master the simple rules and tips we'll teach you in this session, your webpage copy will have a fighting chance of being found and indexed by the Google crawlers. Thus, making you (or your employer) more money, and spending less on advertising.

Nobody can claim to know everything about the Google algorithms that drive organic search results. The playing field keeps changing - Google made more than 550 changes to the search engine last year!

But at Mequoda, we continually research what works on Google, and we have been publishing SEO blogging secrets for more than five years.

We created a system for identifying and tracking keyword search phrases. It has enabled us to achieve top-10 returns for many of the keyword search phrases we want most for our own website â€" and for our consulting clients.

But identifying the keywords is only half the task. Using them frequently and naturally in a blog post is an online editor's main job.

Now you can discover how to write keyword-rich, search-optimized blog posts that Google will index and send lots of traffic, based on as many as 20 keywords.

All legacy media content can be turned into blog posts. Yes, it can be as simple as a new headline and new lead, but there are guidelines to follow for SEO success. After you have identified and targeted your keyword phrases, it's important to use them properly in all the elements of the webpage, including the meta-tags.

Discover how to write effective, search engine optimized headlines, subheads and summaries that can be easily found by Google's spiders. Learn how to achieve the ideal balance of keywords to copy in our step-by-step process for optimizing blog content.

Discover how to increase visibility, email conversions and revenue with search engine optimized content

Have you grasped the concept of SEO campaign management yet?

Do you understand the strategies behind search engine optimization that, when executed properly, will help your quality content find its rightful home in search engines?

Knowing such strategies will help you increase visibility, email conversions and revenue. If the strategies and components associated with SEO campaign management are foreign to you, or if you need a refresher course on the most up-to-date information, we have put together a webinar specifically for you.

Truth be told, the content of this module covers every necessary aspect of successful SEO campaign management and goes through the first-hand teachings from knowledgeable audience development professionals. Every writer and editor who expects to make a living in the 21st century needs to understand the strategies that are embraced in this module.

SEO is not a single task, or a simple strategy that can be repeated the same way over and over again. In order to get the best results from any SEO campaign, you need to generate inbound links and get traffic to your website before Google will even decide to rank you.

Every website needs traffic in order to survive and prosper. If you produce editorial content that you want Google to find and index, SEO campaign management is the single most important core skill for making money online.

SEO Campaign Management is based entirely on painstaking research, accurate metrics, and a continuous process to meet the demands of an ever-changing Google search algorithm. Once you master the process, SEO Campaign Management will become part of your day-to-day publishing routine.

Even if you're not the individual who runs the SEO campaigns at your publishing company, you need to understand how SEO campaign management works. After you've been in this session, you'll want to incorporate all of the strategies into every post â€" literally every piece of content you publish on your website.

This very rigorous step-by-step process spotlights a particular type of content for which you have authority. Publishers like Interweave, Rodale and Meredith use SEO campaign management to drive organic traffic.

Audience development professionals will discover how to manage from start to finish an SEO campaign that is driven by metrics and keyword clusters. We will show you how to isolate particular sets of keywords and create downloadable freemiums for them.

If you're an editor, you will find this part of the program valuable because you'll begin to understand what your role is inside an SEO campaign, including your responsibilities surrounding an array of media types from blog and email articles to magazine articles, magazine ads, text ads, press releases, and banner ads.

A comprehensive seminar with skill-building techniques for editors, marketers and audience development personnel

In the past, this SEO Seminar was only available as private consultation. Now you have the opportunity to attend this one-time public event from Mequoda Group.

If you are looking for a hands-on, interactive experience with limited attendance, and two instructors in the room, register for our SEO Seminar before the seats are full and your opportunity is gone for 2011.

For those of you who will be present for the SEO Seminar, bring your laptop and be prepared to roll up your sleeves as you'll be doing exercises that will help you really understand the potential of keyword research. Properly learning the techniques during this workshop will help you get your content found on the web.

If you are struggling with website visibility, are low in traffic and need help understanding content marketing, join us in New York City for the SEO Seminar. It will be the only time this program is offered during 2011, so make sure you register early.


Kim Mateus

Chief Content Officer

Mequoda Group

PS: For those of you who plan on registering, doing so early will save you money! Be sure to take advantage of our Early Bird Pricing when you sign up for the SEO Seminar now. The longer you delay, the less you will be able to save.

PPS: If you want an introduction to this program, we offer dozens of educational webinars within our Mequoda PRO subscription product. If you are not a Mequoda PRO member already, take a look and see all of the benefits a yearly membership will afford you.

Your Seminar Leader

Don Nicholas, Chief Executive Officer, Mequoda Group, LLC

As Mequoda Group's CEO, Don works directly with clients to improve their website performance and business profitability. Since 1995, Don and his team have helped develop more than 40 successful online businesses including Black Belt Magazine, Ceramic Arts Daily, Consumer Reports, Dark Daily, Golf Vacation Insider, HR Daily Advisor, Investing Daily, Johns Hopkins Health Alerts, Mens Health, Morningstar, Knitting Daily, The Program on Negotiation at Harvard Law School, Tech Republic, TSI Network and Vida Y Salud.

Speaker & Author: Each year Don leads dozens of webinars, seminars and workshops on content marketing, search engine optimization, landing page optimization, email marketing and website system design for Mequoda Group, FIPP, MPA, SIPA and other organizations. Don blogs weekly for Mequoda Daily and has authored dozens of digital books and white papers that have been downloaded more than 70,000 times.

Industry Leader: Don has founded seven successful publishing service organizations including Blue Dolphin Magazines, MagazineWeek and Lighthouse Software. He serves on the boards of Aspire Media, LLC and the Specialized Information Publishers Association.

Early Career & Education: Don served as General Manager for Houston Home & Garden, Associate Publisher for Sacramento Magazine and was a nuclear engineer on the USS Enterprise. He got his start in media as a freelance producer for the Armed Forces Network. Don holds a BA in Journalism from CSUS and a MS in Management from Capella University.




Discover four training modules that will help you drive more website traffic and generate more revenue...

When: July 19th, 2011

Where: McGraw Hill Conference Center - New York City, NY

View our Brochure for the Mequoda SEO Seminar


Contact Kim Mateus


About Mequoda Daily
The Mequoda Daily provides free, valuable tips that publishers need to build better websites. Through the Daily, publishers take advantage of sharing industry best practices with close colleagues and publishing professionals worldwide. These publishers aspire to conquer the challenges of website publishing, such as bringing print content online, creating new online revenue streams and building more profitable websites.

For more information, visit


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