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Introduction To Search Engine Marketing
Who are the major search engines? How can their editorial listings send you "natural" or "organic" traffic from them for free through "search engine PR" 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.
Danny Sullivan, Editor, SearchEngineWatch.com

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:
Detlev Johnson, Vice President of Technology, SuccessWorks Search Marketing Solutions Inc.
Panelists:
Lance Loveday, President, Closed Loop Marketing
Brad Solomon, President, UNreal Marketing Solutions
Jessie Stricchiola, Founder, Alchemist Media Inc.

Tips & Tools Forum
A panel of search engine marketing experts share tips, techniques and tools related to search engine positioning, with ample time for Q&A; and audience participation in sharing knowledge.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise
Panelists:
Greg Boser, President, WebGuerrilla LLC
Bruce Clay, President, Bruce Clay, LLC
John Heard, President, Beyond Engineering, Freelance Writer, Planet Ocean
Terry Plank, Academy of Web Specialists LLC

Search Engine Friendly Design: Essential Basics
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 "organic" or editorial listings naturally. 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.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise
Speaker:
Shari Thurow, Webmaster/Marketing Director, GrantasticDesigns.com

PPC Management Vendors
Representatives from major pay-per-click management services share top tips on getting more out of your paid listing campaigns, based on their experiences from dealing with hundreds of customers. There is also ample time for the audience to ask questions about particular PPC management services. Ideally suited for those who previously attended the "Perfecting Paid Listings" session.
Moderator:
Detlev Johnson, Vice President of Technology, SuccessWorks Search Marketing Solutions Inc.
Panelists:
Alan Bombria, CEO, BidRank Software
Dave Carlson, CEO,GO TOAST
Kevin Lee, CEO, Did It
Jed Young, President,PPC Management

SEO/SEM Vendor Forum
Do you offer search engine optimization or search engine marketing services to others? This moderator-led session offers the chance to ask your colleagues in the audience for advice about how they handle dealing with clients, pricing, product sales and other issues.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com

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.
Moderator:
Detlev Johnson, Vice President of Technology, SuccessWorks Search Marketing Solutions Inc.
Panelists:
Heather Lloyd Martin, President, SuccessWorks
Jill Whalen, Owner, HighRankings.com

Search Engine Advertising Forum
What's new in the world of paid listings and other search engine advertising programs? Get an update from both ad buyers and sellers, with plenty of time for Q&A; and audience participation in sharing tips.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Panelists:
David Fischer, AdWords Manager, Google
Carolyn Griffin, Director of Search Engine Marketing, Carat Interactive
Dana Todd, Founding Partner, SiteLab International, Inc.
Craig Wax, Senior Director, Advertiser Marketing, Overture

Optimizing Flash & Non-HTML Content
Crawler-based search engines are primarily designed to index HTML text. Because of this, content built with Macromedia Flash may be difficult or impossible for crawlers to read. Multimedia and other non-HTML files pose other indexing challenges. Discover how crawlers interact with non-HTML content, along with workarounds and optimization tips.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise
Panelists:
Ken Berkun, Founder and VP of Business Strategy, Singingfish
Gregory Markel, Founder/President, Infuse Creative
Tim Mayer, Vice President, Web Search, FAST
Shari Thurow, Webmaster/Marketing Director, GrantasticDesigns.com

Search Term Research
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 winning with your search engine marketing efforts. Toward the end of the session, volunteers from the audience will have their sites reviewed for search term research issues.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise
Panelists:
Andy Beal, Vice President, ProRanking.com
Sherwood Stranieri, Catalyst Online
Dr. Amanda Watlington, Director of Research, iProspect

Writing Search Engine Ads
Ironically, paid listings in search engines are held to higher editorial standards than free "organic" listings. Discover how to craft content that meets both editorial guidelines yet can still pull in qualified traffic. This session provides tips from both search engines that sell ads and buyers who place them.
Moderator:
Detlev Johnson, Vice President of Technology, SuccessWorks Search Marketing Solutions Inc.
Panelists:
Dana Baker, Editor-in-Chief, Overture
David Fischer, AdWords Manager, Google
Andrew Goodman, Principal, Page Zero Media Inc.
Misty Locke, Founder & Executive Vice President, Range Online Media

Paid Inclusion & Trusted Feeds
Why pay to be included in a search engine's listings without a guarantee of ranking well for particular terms? Done right, the more representation a site has in a search engine, the more likely it is to "naturally" rank well for a variety of targeted terms. That can mean highly-qualified traffic at a price less than obtained through paid placement programs. Come get an overview of paid inclusion, learn how "trusted feeds" allow you to send a data stream to search engines, hear advice from those who've used various programs offered and pose questions to paid inclusion vendors during Q&A.;
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Panelists:
AltaVista
Stephen Baker, Vice President, Search Marketing Services, FAST
Dennis Buchheim, Director of Inktomi Search Marketing Solutions, Inktomi
Fredric Gluck, Director, Internet eCommerce, The Vermont Country Store
Chris LaSala, Director of Channel Development, LookSmart
Paul McCarney, Decide Interactive
Saleel Sathe, AltaVista
Micki Seibel, Director of Revenue Products, Ask Jeeves
David Turner, Director of European Operations, Position Tech

Evening Forum
This session lets those in the search engine marketing industry share thoughts, knowledge and ideas among themselves. It is a moderator-led but purely audience-driven session. The audience IS the panel. After you've had a drink at the networking cocktail reception, come over, sit down and take part in this informal, "after hours" discussion.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com