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Fundamentals Track
Buying Search Engine Advertising
Paid placement is a form of search engine advertising that provides a top ranking in return for payment. Every major search engine offers a paid placement program. Learn what's available in this session that is especially geared toward beginners, with details on programs from major providers and advice from advertisers.
Moderator:
Julian Smith, Analyst, JupiterResearch
Speakers:
James Colborn, Account Director, Inceptor Inc
Martin Dinham, Business Development Manager, Neutralize
Richard Gregory, Sales Manager, Google UK
Nick Jones, Account Director, Overture UK
Jennifer Mowat, General Manager, Continental Europe, Espotting Media
Laurence O'Toole, Director, Business Information & New Media, Thomson Directories Ltd.

Issues & Tactics Track
Understanding & Influencing Searcher Behavior
How do searchers interact with search engines? What parts of the search results page do they see as most relevant? What draws clicks? New research provides answer to these and other questions, for both searchers in general and European searchers in particular -- along with tips and tactics for search marketers to consider.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com
Speakers:
Gord Hotchkiss, President and CEO, Enquiro
Jonty Kelt, Managing Director of UK and Europe, Performics
Tony Macklin, Ask Jeeves
Dr. Mathew McDougall, Chief Operating Officer, Mooter

Clinics & Forum Track
Organic Listings Forum
This moderator-led session allows the audience to share tips, tools, techniques and raise questions relating to free "organic" listings in search engines and hear advice from other attendees. As there's no set agenda, this is an ideal session to discuss any major, recent changes with organic listings.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Speakers:
Greg Boser, President, WebGuerrilla LLC
Mike Grehan, CEO, Smart Interactive
Barry Lloyd, CEO, MakeMe Top
Grant Whiteside, Ambergreen Internet Marketing

Fundamentals Track
Dynamic Web Sites & Server Issues
What's the best way to move a site from one web server to another, from a search engine marketing perspective? How about switching domain names? What's the best way to handle redirection? How do you deal with a web site where several domain names resolve to the same location? What impact can server response time or download time have on indexing? This session, especially for advanced marketers, looks at these and other server-specific issues.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com
Speakers:
Jake Baillie, Product Manager, TrueLocal
Warren Cowan, Managing Director, Greenlight
Mikkel deMib Svendsen, CTO, RedZoneGlobal

Issues & Tactics Track
Hiring a Search Marketing Firm
Looking to outsource your search engine marketing needs? This session examines the types of services that search engine marketing firms offer, pricing models, ways to locate firms and tips on making an informed decision on selecting an agency.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Speakers:
Audrey Benoit, Quality & Performance Manager, SN Brussels Airlines
Graeme Findlay, Alliance & Leicester plc
Emily Schubert, Director of Merchandising & Marketing Operations, Travelocity

Clinics & Forum Track
Search Advertising Clinic
This clinic will examine actual ads and landing pages offered up by volunteers from the audience, suggesting changes that may improve clickthrough and conversion.
Moderator:
Julian Smith, Analyst, JupiterResearch
Speakers:
Tor Crockatt, Global Head of Editorial, Espotting Media
Barney Jones, Maximiser Team Leader, Google UK
Andy Langton, Senior Technical Consultant and Account Manager, Receptional.com
Mike Rogers, Founder, Optimize
Matt Trimmer, Principal Consultant and Managing Director, ivantage LTD

Fundamentals Track
Meet The Crawlers
Representatives from major crawler-based search engines discuss their services and take questions from attendees.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com
Speakers:
François Bourdoncle, CEO, Exalead
Cole Harrison, Ask Jeeves
Tomi Poutanen, International Search Business Development Director, Yahoo!
Magnus Sandberg, Software Engineer, Google

Issues & Tactics Track
Auditing Paid Listings & Clickfraud Issues
Did you really get that much traffic from paid listings last month or is something funny going on? Reviewing your paid traffic is an essential task any serious search engine marketer should undertake. Discover how to spot abnormalities and follow-up with search engines if you suspect a competitor or someone else is creating clicks just to drive up your costs. Also discover the proactive things paid listing providers already do to protect advertisers.
Speakers:
Jim Banks, CEO, Webdiversity
Richard Gregory, Chief Operations Officer, Latitude
Jessie Stricchiola, Founder, Alchemist Media Inc.

Clinics & Forum Track
Site Clinic
This interactive session takes volunteers from the audience and examines their web sites live to provide general feedback about improving them to gain more traffic from search engines. It repeats at different times during the show. Attend whatever session is most convenient!
Moderator:
Ammon Johns, Technical Director, Propellernet UK
Speakers:
Edward Cowell, Technical Director, Neutralize
Adam Crawford, Weboptimiser
Jeremy Sanchez, SEM Strategist, Global Strategies International

Fundamentals Track
Measuring Success
How do you know if you've been successful with search engines? You can check your "rank" at search engines for particular keywords, analyze log files to see the actual terms people used to reach your web site or make the ultimate jump and "close the loop" by measuring sales conversions and return-on-investment (ROI). This panel explores ways to measure success and what statistics you should really care about. Last part of session offers Q&A; with measuring tool vendors.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com
Speakers:
Brian Clifton, Founder, Omega Digital Media
Laura Thieme, President and Founder, Bizresearch
Q&A; Speakers:
Conrad Bennett, WebTrends
Frank Lombos, Regional Vice President, Coremetrics Europe Ltd.
Dr. Stephen Turner, CTO, ClickTracks.com

Issues & Tactics Track
Advanced Link Building Forum
Should you buy or sell links? If so, is this wrong from a search engine marketing point of view? How far is too far in optimizing your internal link structure? If you operate a network of sites, can natural interlinking be perceived as link spam? Advanced link building issues like these and more will be explored during this forum. This session is designed for experienced marketers. Beginners should only attend if they've gone through the Link Building Basics session earlier in the conference.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Speakers:
Greg Boser, President, WebGuerrilla LLC
Greg Jarboe, President and Co-Founder, SEO-PR
Ken McGaffin, Internet Marketing Consultant, LinkingMatters

Clinics & Forum Track
Site Clinic
This interactive session takes volunteers from the audience and examines their web sites live to provide general feedback about improving them to gain more traffic from search engines. It repeats at different times during the show. Attend whatever session is most convenient!
Moderator:
Mikkel deMib Svendsen, CTO, RedZoneGlobal
Panelists:
Stephen Hall, Outrider
Heather Lloyd-Martin, Director of Search Strategies, WebSourced, Inc.
Cliff Ritter, Senior Search Engine Marketing Specialist, Logical Sense

Fundamentals Track
Perfecting Paid Listings
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 covers tools that help you close bid "gaps" and measure return on investment (ROI) from your paid listings. It also covers reasons to test different creative, to consider your "landing" pages carefully and other tips. NOTE: The session is designed for those who are already familiar with how paid placement works.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com
Speakers:
Arjo Ghosh, Managing Director, Spannerworks
Patricia Hursh, President, SmartSearch Marketing
Mike Rogers, Founder, Optimize
Q&A; speakers:
Barney Jones, Maximiser Team Leader, Google UK
Ben Tatton-Brown, UK Sales Director, Espotting Media
Leah Stitson, European Sales Operations Director, Overture

Issues & Tactics Track
European Search Marketing Case Studies
This session wraps up the conference with real-life examples firms that have deployed successful search marketing campaigns throughout Europe and the U.K.
Moderator:
Julian Smith, Analyst, JupiterResearch
Speakers:
Jonathan Beeston, Operations Director, mSearch
Gilles Bourdin, Chief Operating Officer, NetBooster
Graham Hansell, Head of Strategy, SiteLynx
Alan Webb, CEO, Abakus Internet Marketing

Clinics & Forum Track
Link Building Clinic
This interactive session takes volunteers from the audience and examines their questions about link building by going live to the web to seek answers and examples.
Moderator:
Greg Boser, President, WebGuerrilla LLC
Panelists:
Warren Cowan, Managing Director, Greenlight
Dixon Jones, Managing Director, Receptional.com