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SEM vs. SEO Strategies


Using your website for organic versus paid search options can greatly impact your marketing strategy. This short session will give you an overview of the difference between Search Engine Optimization and Search Engine Marketing, the pros and cons of using either or both, and how to budget your marketing spend on these two different approaches so you can get a return on your investment. A discussion of Earned vs. Owned vs. Paid content will be included.


Toni Guffei

With over 20 years of marketing research and strategic planning experience, Ratio Marketing is a company that works in partnership with clients to develop strategic marketing plans that deliver results.

As owner and lead strategist, Toni Guffei has worked with hundreds of companies doing business in Canada and U.S. in a range of industries including technology, construction, oil and gas services, environment, arts, education, professional services, hospitality and non-profit.

In 2013 she launched Ratio Reports - a Do It Yourself Marketing firm that offers training for small businesses who want to learn how to build their own strategic marketing plan. These hands-on workshops range from Social Media planning to Branding strategies.

One of her passions is to inspire young entrepreneurs. She teaches marketing to millennials at Mount Royal University where she values the opportunity to share stories from the “real world.” She's also a mentor for Futurpreneur, an organization that offers mentoring to business owners between the ages of 18-39.


This is a great session for companies looking to understand how to integrate their marketing efforts into a cohesive strategy.


Filming and Photography may take place, please read our Notice for Filming and Photography for further information.