Event Hours:

	Premier Plus Sponsors:

	Premier Sponsor:

	Media Sponsors:

	Analyst Sponsor:

	Official News Distribution Service:

	The Official SES Internet Radio Station:

	Hosted By:

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" session on Day 1.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Speakers:
Shari Thurow, Webmaster/Marketing Director, GrantasticDesigns.com
Alan Perkins, Head of Search Engine Marketing, SilverDisc

Search Advertising 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:
Rebecca Lieb, Executive Editor, the ClickZ Network
Speakers:
Hannah Evershed, Director of Paid Search, Diffiniti UK
Patricia Hursh, President, SmartSearch Marketing
Matt Walls, UK Head of Marketing, Hotels.com
Q&A; Speakers:
Tor Crockatt, Global Editorial Director, MIVA
Richard Firminger, Regional Sales Director, Yahoo! Search Marketing
Richard Gregory, Sales Manager, Google UK

Vertical Search Issues Track
Local Search Marketing Tactics
This session looks at ways search marketers are tapping into an an audience using local search engines, online yellow pages and other local search methods.
Moderator:
Julian Smith, Analyst, JupiterResearch
Speakers:
Edward Cowell, Technical Director, Neutralize
Karl Gregory, Marketing DirectorTouchLocal.com
Susan Hallam, Hallam Communications Ltd

Fundamentals Track
Linking Strategies
Effective linking is crucial, but linking strategies that once worked may not be the way to go today. 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, Executive Editor, SearchEngineWatch.com
Speakers:
Nathan Wood, Ask.com
Mike Grehan, CEO, Smart Interactive
Ken McGaffin, Internet Marketing Consultant, LinkingMatters

Search Advertising Track
Landing Page Testing & Tuning
Getting someone to click on your search ad is only half the battle. Once visitors arrive, the landing pages you display to them are a crucial component in converting them into buyers. This session looks at ways to test and tweak your landing pages to get that conversion. NOTE: The session is designed for those who are already familiar with how paid placement works. If you are new, be sure to have attended Search Advertising 101 on Day 1.
Moderator:
Allan Dick, General Manager, Vintage Tub & Bath
Speakers:
Tim Ash, President, Site Tuners
Anders Hjorth, President, Relevant Traffic
Jamie Roche, OTTO Digital

Vertical Search Issues Track
RSS, Blogs & Search Marketing
This session explores how search engines are dealing with blog and feed (RSS/Atom) content and why providing such syndicated content can drive new search-related traffic.
Moderator:
Rebecca Lieb, Executive Editor, the ClickZ Network
Speakers:
Kaushal Kurapati, Ask.com
Amanda Watlington, Ph.D., APR, Searching for Profit

Fundamentals Track
Fun With Dynamic Sites
Web pages or product listings stored in a database or a dynamic page assembly system can be "invisible" to crawler-based search engines. Discover solutions to this problem and the other unique issues that need to be considered by those running dynamic web sites. In addition, discover why dynamic sites needn't be a problem but a benefit when dealing with search engines.
Moderator:
Mike Grehan, CEO, Smart Interactive
Speakers:
Jake Baillie, President, TrueLocal
Warren Cowan, Managing Director, Greenlight
Mikkel deMib Svendsen, CTO, RedZoneGlobal

Search 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:
Andrew Goodman, Principal, Page Zero Media Inc.
Speakers:
Paul Frampton, MediaContacts
Tamarah Khatib, Search Marketing Manager, Touch Group
Shaun Ryan, CEO, S.L.I. Systems
Michael Sack, Executive Vice President & Chief Technology Officer, Inceptor

Vertical Search Issues Track
Video & Podcast Search
New products make it easier to locate video content from across the web or to find "podcast" programs, on-demand radio-like shows people can listen to on MP3 players or their computers. A look at various services and how to get your content visible and audible within them.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Speakers:
Amanda Watlington, Ph.D., APR, Searching for Profit

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:
Christine Churchill, President, KeyRelevance
Speakers:
Jill Whalen, Owner, High Rankings
Heather Lloyd-Martin, CEO, SuccessWorks International

Search Advertising Track
Search 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:
Julian Smith, Analyst, JupiterResearch
Speakers:
Seb Bishop, President and CMO, MIVA
Mel Carson, Senior Search Media Strategist, MSN
Richard Gregory, Chief Operations Officer, Latitude
Dixon Jones, Receptional.com
Stephen Taylor, RVP and MD Yahoo! and Yahoo! Search Marketing, Europe

Vertical Search Issues Track
News Search SEO
News search engines offer a great way to receive targeted traffic related to breaking topics or to help with a public relations launch. In this session, how to make use of press releases and news content to tap into the power of news search.
Moderator:
Rebecca Lieb, Executive Editor, the ClickZ Network
Speakers:
Sally Falkow, President, Expansion Plus Inc.
Tim Gibbon, Director, Elemental Communications
Greg Jarboe, President and Co-Founder, SEO-PR