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Fundamentals Track
Introduction To Search Engine Marketing
Who are the major search engines? How can their editorial listings send you "natural" or "organic" traffic for free through search engine public relations or search engine optimization efforts? How can you purchase top rankings or placement through search engine advertising opportunities? This must-attend session for beginners provides an overview of key concepts.
Speaker:
Danny Sullivan, Editor, SearchEngineWatch.com

Targeting Europe Track
The European Search Landscape
What's the most popular search engine? The most used search engine? What vertical areas of search are growing? Are people using search toolbars more or less? What are the unique differences between European searchers and those elsewhere in the world? Representatives from major ratings and traffic analysis services share stats and info on topics such as these.
Moderator:
Julian Smith, Analyst, JupiterResearch
Speakers:
Simon Chamberlain, General Manager, Hitwise UK
David Graham, Search Business Manager, MSN UK
Jeff Levick, Vertical Markets Director, Europe, Google UK
Salim Mitha, Director of Search, Yahoo! UK & Ireland
Tim Roe, Head of Data Analytics, NetRatings, Inc.

Advanced Advertising Track
Creating Compelling Ads & Landing Pages
Getting clicks on your paid listings can be a challenge. You need to compel the consumer to click through, yet your ad must also comply with editorial standards controlling what you can say and even the punctuation you can use. You also want the RIGHT type of click. Choose your words poorly, and the wrong audience will come, costing you money and offering no hope of conversion. Assuming you do get the right audience, the landing pages you display are an essential component to help you convert browsers into buyers. This session looks at ways to get the right clicks and convert them.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com
Speakers:
Hugh Burnham, SEO - Internet Marketing Specialist, ACD Systems
Mike Rogers, Founder, Optimize
Shaun Ryan, CEO, S.L.I. Systems
Matt Trimmer, Principal Consultant and Managing Director, ivantage LTD

Fundamentals Track
Search Engine Friendly Design
How can you build a web site from the ground up that pleases both crawler-based search engines and your visitors? Discover how "search engine friendly" design can tap into free traffic from search engines. This session is especially suited for beginners who need an overview of important design issues to keep in mind. More technical design issues are covered in the Successful Site Architecture session on Day 2.
Speaker:
Shari Thurow, Webmaster/Marketing Director, GrantasticDesigns.com

Targeting Europe Track
Language & Domain Name Issues
European search marketers face unique challenges dealing with language and domain name issues. What are the search engine issues with country-specific domain names vs. .com or others? Learn more about gaining domain names for countries where you are not based and how search engines deal with multi-language, multi-domain web sites.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com
Speakers:
Andy Atkins-Krüger, Managing Director, Web Certain
Nilhan Jayasinghe, Head of Search, Spannerworks
Ren Warmuz, President, Trellian

Advanced Advertising Track
Search Engine Advertising Forum
What's new in the world of paid listings and other search engine advertising programs? Get an update from ad buyers and sellers, with plenty of time for Q&A; and audience participation in sharing tips. NOTE: This session is designed for those experienced in buying search engine advertising.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Speakers:
Seb Bishop, Chief Marketing Officer, Espotting Media
Martin Child, VP and Managing Director, Overture Northern Europe
Richard Gregory, Sales Manager, Google UK
Dixon Jones, Managing Director, Receptional.com

Fundamentals Track
Successful Site Architecture
Learn to successfully architect your site for search engines and how specific page elements and design technologies may impact your ability to gain good organic listings. Covers topics such as directory and file structure, server-side includes (SSIs), 404 error trapping, JavaScript, robots.txt use, frames, secure area usage, and much more. Toward the end of the session, volunteers from the audience will have their sites examined to see how changes could be made to their site architecture and design to increase search engine traffic, as time allows It's highly recommended for those new to search engine marketing to have previously attended the "Search Engine Friendly Design."
Moderator:
Julian Smith, Analyst, JupiterResearch
Speakers:
Stefan Karzauninkat, Director of Quality Management Europe, Seekport
Alan Perkins, Head of Search Engine Marketing, SilverDisc
Shari Thurow, Webmaster/Marketing Director, GrantasticDesigns.com

Targeting Europe Track
Multi-Country Campaign Management
Planning a search engine marketing campaign that covers countries throughout the world requires different strategies than doing SEM for a single-country. Get tips and advice on how to proceed in an efficient, effective manner.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Speakers:
Jessica Bowman, Product Manager, Enterprise Rent-A-Car
Massimo Burgio, San Francisco Branch Manager, Ad Maiora
Google UK
Bill Hunt, President/CEO, Global Strategies International
Nilhan Jayasinghe, Head of Search, Spannerworks
Leah Stitson, European Sales Operations Director, Overture

Advanced Advertising Track
Integrating Search Into Other Marketing
Search engine marketing should be considered as an essential part of any overall marketing campaign. In this session, we look at successes from considering search from the very beginning, as well as failures that result if this is not done.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com
Speakers:
Lyndsay Menzies, Operations Director, Bigmouthmedia
Mike Sack, SVP and Chief Product Officer, Inceptor Inc.
Marshall D. Simmonds, VP Enterprise Search Marketing, New York Times
Amanda Jones, Head of Search, i-level

Fundamentals Track
Linking Strategies 2005
Effective linking is crucial, but linking strategies that once worked may not be the way to go in 2005. This session will explore issues such as whether you should buy or sell links, how far is too far in optimizing your internal link structure, and if you operate a network of sites, can natural interlinking be perceived as link spam.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com
Speakers:
Warren Cowan, Managing Director, Greenlight
Mike Grehan, CEO, Smart Interactive
Dixon Jones, Managing Director, Receptional.com
Nathan Wood, Ask Jeeves

Targeting Europe Track
Search Term Research & Targeting
The bedrock to success with search engines is understanding which search terms to target. Fail in that and your audience may never find you. This session covers ways to undertake search term research that is crucial to succeeding with your search engine marketing efforts, whether that be via free or paid listings. Toward the end of the session, volunteers from the audience will have their sites reviewed for search term research issues, if time allows.
Moderator:
Julian Smith, Analyst, JupiterResearch
Speakers:
Christine Churchill, President, KeyRelevance
Tor Crockatt, Global Head of Editorial, Espotting Media
Neil Halpin, International Traffic Manager, Overture
Barney Jones, Maximiser Team Leader, Google UK
Ren Warmuz, President, Trellian

Advanced Advertising Track
Ad Management Case Studies
Paid placement ad programs make it easy to rank well in search engines, but managing hundreds of listings by hand can be a time-consuming and expensive process. This session features real life examples of how companies are making the job easier by employing ad or bid management tools. Each case study involves an up-close look at a particular tool that's been employed. The session aims to educate you generally about the capabilities that such tools provide, such as closing bid "gaps" and measuring return on investment (ROI).
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Speakers:
Robert Wilson, Real Media UK
Anthony Rhind, Global Chief Strategy Officer, Media Contacts
Mike Sack, SVP and Chief Product Officer, Inceptor Inc.

Fundamentals Track
Writing For Search Engines
To please search engines, you need to be using the keywords you want to be found for. However, you also need to write in a way that pleases human visitors. Learn how to do both, a winning combination that brings you visitors and converts them into customers. Toward the end of the session, volunteers from the audience will have their sites reviewed to see how copy could be better crafted to please search engine ranking algorithms as well as human visitors, as time allows.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com
Speakers:
Heather Lloyd-Martin, Director of Search Strategies, WebSourced, Inc.
David Mill, Managing Director, MediaCo

Targeting Europe Track
Shopping Search: Opportunities & Tactics
Learn how content from your ecommerce or merchant site can -- and should! -- be included in shopping search engines. This panel will also explore multi-country commerce issues, and provide an opportunity for you to learn more about various shopping search engines and pose questions directly to representatives from them.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Speakers:
Bruce Fair, Commercial Director, Kelkoo UK
Ehud Furman, General Manager, Shopping.com UK
Richard Gregory, Sales Manager, Google UK
Brandon Huff, VP of Product Shopping, NexTagUK
Laura Thieme, President and Founder, Bizresearch

Advanced Advertising Track
Broad Matching & Other Ad Targeting Options
Go "broad" with your keyword matches, and you might more easily capture important traffic. But going broad also requires careful monitoring to ensure you don't pick up unqualified terms. Learn how to do more with broad matching and other ad targeting features you may not be using fully.
Moderator:
Julian Smith, Analyst, JupiterResearch
Speakers:
Andrew Buckman, European Product Director, Overture
Barney Jones, Maximiser Team Leader, Google UK
Jonty Kelt, Managing Director of UK and Europe, Performics
Anne Kennedy, Managing Partner, Beyond Ink
Simon Norris, Director and Co-Founder, Periscopix Limited