A training session intended to help companies learn new cost-effective techniques in search engine marketing and search engine optimization will close out the Search Engine Strategies conference in Chicago next week.

Training sessions on Friday will be aimed at consultants, site designers, website owners and others who will be in small class settings which will allow for one-on-one or small group discussions.

The sessions will include topics covering search and analytic, viral marketing, link building tactics and Adwords.

Strategies for search engine optimization and Google’s new Universal Search will also be covered. During last month’s PubCon, Google’s Matt Cutts told WebProNews that Universal Search will expand in 2009 and said that companies will have to start looking beyond SEO.

"You have to think about how you build buzz, how do you get loyal customers, how do you optimize your ROI," he said. "All those different things and that can include ‘how do I make good videos,’ ‘do I have a book,’ things like that."

The conference, which begins Monday and runs through December 12th, is now in its 10th year and is the only major search marketing conference in the Midwest. In addition to Friday’s training workshops, multiple networking events will take place during the week along with many exhibitors and keynote speakers.