W149: Understanding Search and Why Your Association’s Future Relies on It – [1.5 CAE / CPE credits]
Wednesday, May 12, 2021
3:00 pm - 4:30 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
Jake Toohey
Senior Digital Consultant, 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, American Academy of Pediatrics
ric 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 Internet Based
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 $0.00
Refund and Complaint Resolution Policy:

U.S Transactions Corp. 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: