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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
Speakers:
Karen Howe, General Manager, Singingfish, AOL
Gregory Markel, Founder/President, Infuse Creative
Shari Thurow, Webmaster/Marketing Director, GrantasticDesigns.com

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 especially geared toward beginners, with details on programs from major providers and advice from advertisers.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Speakers:
Dan Boberg, Director, Strategic Alliances, Overture
Richard Holden, Product Marketing Manager, Google
Dave Roth, Director of Media Strategy, eonMedia, LLC
Dana Todd, Founding Partner, SiteLab International, Inc.

Campaign Case Studies
Come hear real life examples of how companies have marketed themselves via search engines. Presentations cover both improving traffic from free organic editorial listings and through paid listing campaigns. Learn what worked for them and make it work for you!
Moderator:
Detlev Johnson, President of Technology, SuccessWorks Search Marketing Solutions Inc.
Speakers:
Laura Galante, Search Engine Strategist, Prime Visibility
Ben Perry, Client Service Manager, iProspect
Julie Rutherford, Senior Manager, Consumer Marketing, Washingtonpost Newsweek Interactive

Link Building
Discover how search engines rely on link analysis as an important component for ranking Web pages. Learn also how to increase traffic to your site by building quality links in an appropriate manner.
Moderator:
Detlev Johnson, President of Technology, SuccessWorks Search Marketing Solutions Inc.
Speakers:
Paul Gardi, SVP of Search, Ask Jeeves
Mike Grehan, Managing Director, iProspect Europe and Author of Search Engine Marketing: The Essential Best Practice Guide
Marissa Mayer, Director, Consumer Web Products, Google
Eric Ward, CEO, EricWard.com

Balancing Organic & Paid Listings
If you get plenty of "free" listings, there's no need to go the paid route, right? Wrong -- what happens if a change in how search engines rank pages leaves you out of the top results? Well, if you buy your way in, there's no need to worry about the free results! Wrong again. Why not gain free traffic if you're relevant? This session explores issues like these and how to get the balance right between free and paid campaigns.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise
Speakers:
Greg Jarboe, President and co-founder, SEO-PR
Bryan Kujawski, 360i
Andrew Wetzler, President, MoreVisibility.com
Stacy Williams, President, Prominent Placement, Inc.

SEM En Español
Spanish-speakers are an important market both within the United States and throughout the world. Discover ways to target this major audience through search engine marketing.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Speakers:
Barbara C. Coll, CEO, WebMama.com, Inc.
Ignacio Hernandez Jr., Founder & Vice President, MexGrocer.com
Lucas Morea, CEO, LatinEdge Inc.
Matthew Whiteley, International Sales & Business Development, Director, TeRespondo.com, Inc.

Dynamic Web 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.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise
Speakers:
Jake Baillie, VP Search Engine Marketing, Priva
Mikkel deMib Svendsen, VP of Marketing Technology, Marketleap
Laura Thieme, President and Founder, Bizresearch

Alternative PPC Search Engines
Sure, you know about cost-per-click advertising on the major networks operated by Overture and Google. But what about paid listing programs beyond these? A recap of other PPC search engines you may wish to consider and an opportunity to question representatives from some of these services.
Moderator:
Detlev Johnson, President of Technology, SuccessWorks Search Marketing Solutions Inc.
Speakers:
Dan Ballister, Vice President of Sales, FindWhat.com
Jay Bean, COO, ah-ha.com
James Beriker, Search123
Chris Churchill, President, Fathom Online
Peter Hershberg, Managing Partner, Reprise Media
Adam Soroca, Group Product Manager, Lycos InSite, Terra Lycos

Getting Local
Major search engines are rolling out new ways to target the local audience in the United States -- those seeking products and services linked to a particular geography, such as "chicago dentists" or "new york restaurants." This session looks at new developments in local targeting as well as existing techniques you can employ to reach out geographically.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Speakers:
John Ellis, Senior Director, Local, Overture
Richard Holden, Product Marketing Manager, Google
Dick Larkin, Vice President Internet, TransWestern Publishing
Cheryle Pingel, Founder and President, Range Online Media
Stacy Williams, President, Prominent Placement, Inc.

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. 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:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise
Speakers:
Barbara C. Coll, CEO, WebMama.com Inc.
Jon Glick, Sr. Manager for Web Search, Yahoo!
Marissa Mayer, Director, Consumer Web Products, Google
Derrick Wheeler, VP Search Engine Marketing, Marketleap

Click & Convert
Getting clicks on your paid listings can be a challenge. You need to compel the consumer to clickthrough, yet your ad must also comply with editorial standards controlling what you can say and even the punctuation you can use. You also want the RIGHT type of click. Choose your words poorly, and the wrong audience will come, costing you money and offering no hope of conversion. Assuming you do get the right audience, the landing pages you display are an essential component to help you convert browsers into buyers. This session looks at ways to get the right clicks and convert them. NOTE: The session is designed for those who are already familiar with how paid placement works.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Speakers:
Andrew Goodman, Principal, Page Zero Media Inc.
Misty Locke, Founder & Executive Vice President, Range Online Media
John Slade, Director, Product Management, Overture
Karen Breen Vogel, CEO, B2B Works

Shopping Search & Merchant Sites
Learn how special shopping search engines are created and how content from your ecommerce or merchant site may be included in them.
Moderator:
Detlev Johnson, President of Technology, SuccessWorks Search Marketing Solutions Inc.
Speakers:
Sean Behr, Vice President, Sales Programs & Strategy, Shopping.com, Inc
Craig Nevill-Manning, Senior Research Scientist, Google
JoAnn McNeely, Marketing Project Manager, Dartek.com
Ken Norton, Director of Product Marketing, Yahoo! Inc.
Laura Thieme, President and Founder, Bizresearch