Search Workshop


doterati is proud to announce our first official workshop.  With our workshops, our goal is to focus on current issues that face interactive marketing professionals on a daily basis.  This first workshop will be focused on search engine optimization (SEO).


Date: Friday, November 6th
Time: 9 AM to 5 PM
Where: Configurations [driving directions]
Speaker: Joe Laratro, President Tandem Interactive

About Joe

Joe Laratro, a recognized and leading expert in the Search Engine Marketing industry, recently made South Florida’s Business Journal Top 40 under 40 2009 List. His long list of accomplishments includes being an active speaker at industry events like Webmaster World, SMX, and Search Engine Strategies(SES) Conferences. He sits on the Advisory Board and is the lead moderator and speaker liaison for Pubcon. He also developed and taught Search Marketing Training for the DMA, SEOClass, Network Solutions, Pubcon Masters, and the University of San Francisco. Mr. Laratro has been quoted in numerous articles including Internet Retailer, eMarketer, DMNews, eWeek, MediaPost, and Target Marketing. Mr. Laratro just completed a new Advanced Analytics Certificate course for the University of San Francisco and will be releasing the “SEO Diet: Fit to be Found” book in the near future.


These workshops will last longer than our traditional educational events and be limited in the number of participants to guarantee an ongoing dialogue and a learning environment for everyone involved.

Why Workshop SEO?

  • This workshop is focused on teaching you the full spectrum of SEO and on establishing the professional skills to each individual student.
  • Learn page building the proper way that stand the test of time and ensure “stickiness”.
  • Identify key metrics for SEO – both organic and PPC.
  • Understand how to recognize opportunities to ensure keyword relevancy and stay ahead of your competition.
  • Benefit from proven leaders in the industry with real “hands-on” experience.


Morning Session – SEO

Keyword Research (1 Hour)

  • Difference between Organic Keyword Lists and PPC Keyword Lists
  • Keyword Discovery Tools
  • Keyword Research Tools
  • Keyword Grouping Techniques
  • Keyword Expansion Techniques

Advanced Content

  • FireFox Add Ons / SEO Tools
  • XML Feeds
  • Blog intro
  • 2nd Generation Submissions – XML Sitemaps (Google, Yahoo)
  • Linking Strategies – Natural and Paid
  • Linking Strategies – Internal and External


Afternoon Session – PPC

Search and Social (1 Hour)

  • Blogs
  • Video
  • Social Site Profiles

PPC Advanced (2 Hours)

  • Advanced Bidding Strategies
  • Advanced Budget Strategies
  • Page Quality Score
  • Bid Tools
  • ROI Tools
  • Dynamic Keyword Insertion
  • A/B Ad Copy testing
  • A/B Landing Page testing
  • Google Adwords Editor
  • Adcenter Desktop Beta

Local Search (30 Minutes)

  • Search Engine Options
  • Keyword Strategies
  • Submission



Workshop Pricing:

Paid doterati Members:

  • Morning Session (SEO) – $40.00
  • Afternoon Session (PPC) – $40.00
  • Full Workshop (SEO + PPC) – $75.00

General Admission:

  • Morning Session (SEO) – $55.00
  • Afternoon Session (PPC) – $55.00
  • Full Workshop (SEO + PPC) – $95.00

Student Admission (w/ current ID):

  • Morning Session (SEO) – $25.00
  • Afternoon Session (PPC) – $25.00
  • Full Workshop (SEO + PPC) – $50.00

Best Value:

  • Full Workshop (SEO + PPC) & Annual doterati Membership - $150.00
  • Annual doterati Membership - $75.00

Name Sales End Price
Morning Session (SEO) – Paid doterati Member $40.00 Ended $40
Afternoon Session (PPC) – Paid doterati Member $40.00 Ended $40
Full Workshop (SEO + PPC) – Paid doterati Member $75.00 Ended $75
Morning Session (SEO) – General admission $55.00 Ended $55
Afternoon Session (PPC) – General admission $55.00 Ended $55
Full Workshop (SEO + PPC) – General admission $95.00 Ended $95
Morning Session (SEO) – Student admission (w/ current ID) $25.00 Ended $25
Afternoon Session (PPC) – Student admission (w/ current ID) $25.00 Ended $25
Full Workshop (SEO + PPC) – Student admission (w/ current ID) $50.00 Ended $50
Full Workshop (SEO + PPC) & Annual doterati Membership - $150.00 Ended $150

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