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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.
Speakers:
Mauro Lupi, President, Ad Maiora
Edoardo Mainella, Responsabile Gestione Clienti, Google
Daniele Sommavilla, Regional Director Southern Europe, Nielsen//NetRatings

Advanced 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:
Fabiano Lazzarini, Ediforum
Speakers:
Marco Corsaro, Managing Director, 77 Agency
Tor Crockatt, Global Editorial Director, Miva
Gianpaolo Faprisco, Operations Manager, Isobar Communications
Pierre Naggar, Italy's Managing Director, 24/7 Real Media
Nicola Tanzini, President & CEO, Intarget.net

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 later on Day 1.
Moderator:
Luca Conti, Motoricerca.net
Speakers:
Sante Achille, CEO, Sintesi
Andrea Cappello, CEO, WMR Studio Cappello
Nereo Sciutto, President, Webranking.it
Giorgio Volpe, SEO Manager, Sems

Advanced Track
Search Ad Targeting & Matching Tactics
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:
Mauro Lupi, President, Ad Maiora
Speakers:
Andrew Buckman, European Product Director, Yahoo! Search Marketing
Silvio Camilli, Media Planner Supervisor, ADVance
Cesarino Morellato, President, Popularity
Alessio Semoli, Responsabile SEO, Intarget.net
Q&A; Panelist:
Marco Corsaro, Managing Director, 77 Agency

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:
Fabiano Lazzarini, Ediforum
Speakers:
Luca Ascani, Presidente, Advance
Francesco Barbarani, Executive Director, Yahoo! Search Marketing
Tor Crockatt, Global Editorial Director, Miva
Edoardo Mainella, Responsabile Gestione Clienti, Google
Q&A; Panelist:
Gianpaolo Faprisco, Operations Manager, Isobar Communications

Advanced Track
Meet the Crawlers
Representatives from major crawler-based search engines discuss their services and take questions from attendees.
Moderator:
Mauro Lupi, President, Ad Maiora
Speakers:
Fabio Lopiano, Software Engineer, Google
John Riccardi, Product Manager, Yahoo! Search

Fundamentals 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:
Luca Conti, Motoricerca.net
Speakers:
Miriam Bertoli, SEM Director, TSW
Mauro Lupi, President, Ad Maiora
Cesarino Morellato, President, Popularity

Advanced Track
Multi-Country Campaign Management
Planning a search engine marketing campaign that covers Europe or other 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:
Fabiano Lazzarini, Ediforum
Speakers:
Tor Crockatt, Global Editorial Director, Miva
Marco Loguercio, CEO, Sems
Pierre Naggar, Italy's Managing Director, 24/7 Real Media
Leah Stitson, European Operations Director, Yahoo! Search Marketing

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 earlier on Day 1.
Moderator:
Luca Conti, Motoricerca.net
Speakers:
Sante Achille, CEO, Sintesi
Luca Schibuola, Web Project Manager, TSW
Nereo Sciutto, President, Webranking.it

Advanced 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:
Mauro Lupi, President, Ad Maiora
Speakers:
Miriam Bertoli, SEM Director, TSW
Simone Carletti, SEO Specialist & Application Developer, Ad Maiora
Francesco Latella, Head of Marketing & Business Development, Seekport
Steve Olechowski, COO, Feedburner