• Search Engine Marketing Monday, September 08, 2003 - 06:30PM
    Mitchell Park Community Center 3800 Middlefield Road
    (between Meadow Drive and Charleston Road)
    Palo Alto, CA
    Marketing & Social Media

Search Engine Marketing



  • Search Engine Marketing


    Steve Schaffer(bio), President - Vertive Consulting

    Presentation Overview

    Search Engine Marketing

    More and more, customers are using Internet search engines as their primary way to find goods and services. In the U.S. alone, search engines are used by over 100 million Internet users each month. If your website's pages are not ranking high in search engine listings for the keyword phrases that describe your business, or if those listings do not describe your business in a compelling manner, you are losing potential customers to your competitors.

    Search Engine Marketing focuses on getting better rankings in search engine results. Two key techniques of Search Engine Marketing are:

    • Search Engine Optimization (SEO) – optimizing your website structure and content to appear high in the results for the keyword phrases that are important to your business.
    • Focused and controlled paid listings and placements.

      You'll learn the importance of Search Engine Marketing and how to take the next step toward making sure your target customers find your website when they use a search engine.

      About the Presenter


      Steve Schaffer

      is president of Vertive Consulting, a Silicon Valley firm focused on Internet and search engine marketing. He is a marketing and product strategy professional with over 15 years of success at start-up and established software and Internet companies. Steve's combination of business acumen, product vision, and creativity allow him to evaluate problems from both user and business perspectives, and to create profitable product plans and marketing programs.

      Previously Steve was the founder of MysteryNet.com, a successful and award-winning entertainment network for mystery fans. As the founder and president his primary responsibilities included leading the strategy, marketing and website design. At MysteryNet, Schaffer and his team refined many of the methods that Vertive uses today. Prior to MysteryNet, Steve had nine years of success in various product management and marketing roles at start-up and established companies including eRegCard, DayMaker, Power Up, and Symantec. An award-winning public speaker, Steve has many years of experience in front of audiences.

    • Leveraging Paid Listings – using the right level of pay-per-click (PPC) advertising and paid inclusion to fit your business and budget.

      In this session, Steve Schaffer will discuss Search Engine Marketing and strategies for getting maximum return on your investment in it. He will cover the various elements of an effective Search Engine Marketing strategy, including:

    • Keyword phrase analysis and selection
    • Analysis of how well the site addresses the needs of searcher
    • Reporting on search-engine-friendly design & coding
    • Implementing an external links analysis and plan
    • Tracking and measuring results

    Event Logistics


    Mitchell Park Community Center
    3800 Middlefield Road
    (between Meadow Drive and Charleston Road)
    Palo Alto, CA


    6:30-7:00pm registration/networking/refreshments
    7:00-7:20pm announcements and introductions
    7:20-8:30pm presentation and discussion
    8:30-9:00pm wrap-up/networking


    $15 at the door for non-SDForum Members
    No charge for SDForum members
    Free to PMI Silicon Valley Members for the month of Sept
    Please call 408.494.8378 for student memberships
    No registration required

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