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Moderated by Search Engine Expert: Danny Sullivan

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Agenda* - Main Track (other tracks below)
7:00am - 8:00am Registration and Continental Breakfast
8:00am - 9:45am Back To Basics - An introduction to search engines, including how to get listed, using meta tags, and the issues involved in ranking well. Covers both crawler-based and human-powered search engines
Danny Sullivan, Editor,
9:45am - 10:15am Morning Coffee Break
10:15am - 11:00am Designing Search Engine Friendly Sites - How to build a web site from the ground up that pleases both search engines and your visitors. Discover how "search engine friendly" design can tap into traffic naturally.
Shari Thurow, Webmaster/Marketing,
11:00am - 12:00pm Buying Ads and Placement - Learn how you can buy your way into the search engines, either through banner ads, paid links, partnerships or by working with search engine optimization companies.
Cliff Hawk, Product Manager, Avenue A, Inc.
Dana Todd, VP of Marketing, SiteLab International Inc.
Catherine Seda, Dir. of Online Promotions, SiteLab International Inc.
12:00pm - 1:30pm Networking Lunch
1:30pm - 2:30pm Link Building - Discover how search engines are relying more on link analysis to rank web pages and how to increase traffic to your site by building links. Followed by results of the latest I-Search survey.
Danny Sullivan, Editor,
Marshall Simmonds, Director of Search, - The Human Internet
Detlev Johnson, Moderator of the I-Searchmailing list
2:30pm - 3:00pm Afternoon Refreshment Break
3:00pm - 4:00pm Dealing With Directories - Representatives from various human-powered search engines will discuss submission issues and take questions from attendees.
Bob Keating, Editor-in-Chief, The Open Directory Project, Netscape/Open Directory
Robert Christiansen, Managing Producer, Directories, NBC Internet
Kate Wingerson, Editor in Chief, LookSmart
Peter Ferioli, GO Guides Product Manager,
4:00pm - 4:15pm Session Interval
4:15pm - 5:15pm Meet The Search Engines - Representatives from various crawler-based search engines will discuss their services and take questions from attendees. Also, a look at how coming domain name changes and namespace changes might impact searching.
Dr. Michael Palmer, CTO, Search Solutions Division, Inktomi
James Anderson, SR. Director, Web Marketing Services, AltaVista Company
Craig Silverstein, Director of Technology, Google
Keith Teare, Founder, CEO and Chairman of the Board RealNames
5:15pm - 6:30pm Networking Cocktail Reception
Agenda - Developers Track
9:00am - 10:00am Vertical Search Engines - How you can add search to your site to provide your visitors with information specific to a particular topic.
Steve Arnold, Arnold Information Technology (AIT)

Sameer Samat, CTO, Co-Founder, Director, mohomine
Willie Tejada, Co-Founder and VP, EoExchange

10:00am - 11:00am Site Search - Make your own site searchable, no matter how big or small. New options abound, including innovative presentations and providers who offer remote software-free solutions.
Avi Rappoport, Principal Consultant, Search Tools Consulting

Karsten Pers, Mondosoft
Nick Halsey, President and CEO, Searchbutton

11:00am - 12:00pm Herding Spiders - Spiders can hit stumbling blocks, such as dynamic web pages, and this session talks about solutions. Other times, you want to block spiders, with the robots.txt file, the meta robots tag and IP denial weapons of choice. Learn how to attack and repel the crawlers.
Nick Arnett, VP of Business Development and Co-Founder,
Avi Rappoport, Principal Consultant, Search Tools Consulting
Agenda - Advanced Promoters Track
Already familiar with the basics? Or, looking for more in depth advice on a particular subject? The Advanced Track offers roundtable style discussions on a variety of topics.  Join search engine promotion experts who offer their advice on specific issues plus  facilitate discussion among those joining them during a session. Overseeing the track will be Detlev Johnson, moderator of the I-Searchmailing list
9:00am - 9:45am Roundtable Session 1 - Technology Solutions

Tools: Discussion covering tools large and small that can be useful in search engine marketing efforts. Swap tips on tools you find useful and discover new ones.
Facilitator: Bruce Clay, President, Bruce Clay, LLC

Cloaking: Discussion covering ways to deliver pages targeted specifically to particular search engines, when you might apply it, techiques and traps to avoid.
Facilitator: John Heard

Meta Tags: Discussion covering all aspects of optimizing meta tags for search engines.
Facilitator: Terry Van Horne aka "Webmaster T"

10:15am - 11:00am Roundtable Session 2 - Planning and Preparation

Writing For Search Engines: Discussion on how to write better copy on existing pages in your site, so they may rank better with crawlers. Also covers meta tag issues.
Facilitators: Jill Whalen & Heather Lloyd-Martin

Search Term Research: Discussion on selecting and developing appropriate keywords and search terms to target your SEO campaigns.
Facilitator: Paul J. Bruemmer, CEO, Web Ignite Corporation

Web Site Architecture: Discussion on building your web site and web pages to make them more accessible to and successful with search engines.
Facilitator: Barbara Coll, CEO,, Inc.

11:15am - 12:00am Roundtable Session 3 - Potpourri

Search Engines & Page Design: Discussion on designing your web pages to naturally be more search engine friendly. Follows on issues covered in the "Designing Search Engine Friendly Sites" session of the main track.
Facilitator: Shari Thurow

Log Files & Tracking: Discussion on measuring success using log file analysis, position checkers and other tools.
Facilitator: Robin Nobles

Page Design Workarounds: Ways to build links to your site, which can generate traffic from search engines and in general.
Facilitator: Greg Boser

Agenda - Sponsor Presentation Track
1:30pm - 2:00pm Humanizing Search with Dialogue - How dialogue is revolutionizing the business of search and how products are sold more effectively.

Andrew Dean Hyder, President and Chief Executive Officer,

* This agenda subject to change


"It's been a fun day, lots of great tips. Wonderful to meet the people at the services we're trying to use." - Nermine Zakhary, ISS, Inc.

"At last a seminar that explains search engines in a clear, understandable manner." - Mike Taylor, Nokia

"Very good quality of Speakers." - Jenny Pettersson, Skanska

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