W133: Understanding Search & Why Your Organization’s Future Relies on It

UST WEBINAR SERIES

Wednesday, January 13, 2021
11:00 AM - 12:30 PM (EASTERN TIME)

When organizations think of Search, they usually assume the
conversation is about Google. While that’s part of the picture, there
is so much more. Over 50% of users immediately navigate to the
search bar of any website they visit. For associations, a great
search experience is critical because of the amount of content that
they have, usually across multiple websites and web platforms.
Our session will focus on all aspects of search including:

Off-site search – SEO and Google searching
On-site search – Federated searching of all of your organization’s web platforms
Reputation Management
Paid Search

Learning Objectives

Why developing a content strategy and search go hand-in-hand
How to fully optimize your search experience using analytics and site search optimizations like synonyms, best-bets, and auto-completes
Off-site search – the second pillar of SEO and considerations for improving your ranking by thinking outside of your zone of control
On-site search – the third pillar of SEO and a key driver of member user experience: a single search box to rule them all
Reputation Management – the forth pillar of SEO and how to take back control of your online reputation, by monitoring your locations, your reviews, and events by establishing and monitoring tools like Google My Business
Paid Search – accelerate traffic to strategic “corner-stone” content, and how AI has re-imagined Google Ads

SPEAKER BIOS

Jake Toohey

Senior Digital Consultant at Adage Technologies

Jake has been a consultant at Adage for 9 years and works exclusively with association industry clients on everything from web and content strategy to full-scale digital transformation initiatives. He is passionate about working on impactful solutions for non-profit organizations that ultimately make our world a safer, healthier, and better place to live.

Joe Post

Vice President Strategy & Experience Design, Adage Technologies

Joe has a strong belief that many organizations struggle with marrying their brand story with user experiences that are easy to use and provide real utility. He provides strategic leadership with agile design thinking methods that result in great user experiences. A leader of large-scale digital transformations for mid-market associations who require custom integrations, complex commerce, marketing operations, and a human-centered approach. He believes a connection to purpose inspires people and drives transformation.

Eric Matthias

Division Director of Application and Support at American Academy of Pediatrics

Eric Matthias is the Senior Director of Application Development at the American Academy of Pediatrics. He has been with the AAP for 8 years and leans on his previous experience in the for-profit space to the non-profit industry. Eric is skilled in Electronic Data Interchange (EDI), IT Strategy, Software Development, and Business Intelligence and has been the primary technical lead for the AAP’s Digital Transformation Initiative, which includes revamping their ecommerce, federated search, transcripts platform, my account reimagination, membership improvements, and integrating their entire digital ecosystem.

Level	Intermediate	Delivery	Group live presented online due to Covid-19
CPE(NASBA Category)	Information Technology	Reviewer	Wade Tetsuka, CPA
CAE (Field of Study)	Marketing, Public Relations, & Communications	CPE/CAE Credits	1.5
Prerequisites and advance preparation needed	1-2 years marketing and/or IT experience	Cost	free

Refund and Complaint Resolution Policy: www.ustranscorp.com/webinar-policy

CPE Compliance Disclosure: U.S Transactions Corp. (CPE Sponsor ID: 138278) is registered with the National Association of State Boards of Accountancy (NASBA) as a sponsor of continuing professional education on the National Registry of CPE Sponsors. State boards of accountancy have final authority on the acceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be submitted to the National Registry of CPE Sponsors through its website: www.NASBARegistry.org I n accordance with the standards of the National Registry of CPE Sponsors, CPE credits have been granted based on a 50-minute hour.