The Premier Event for Search Engine Marketing & Optimization
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 December 13-16, 2004 • McCormick Place, Lakeside Center • Chicago

Event Hours:
Registration Hours
December 13: 8am - 5pm
December 14: 8am - 6:30pm
December 15: 8am - 5:30pm
December 16: 8am - 3pm
Conference Hours
December 13: 9am - 5:15pm
December 14: 9am - 5:30pm
December 15: 9am - 6:30pm
December 16: 9am - 3:45pm
Expo Hall Hours
December 14: 10am - 6:30pm (reception 5:30-6:30)
December 15: 10am - 4pm

Premier Plus Sponsors:

Premier Sponsors:

InfoSearch Media
iProspect Search Engine Marketing
Proceed Interactive
Analyst Sponsor:
Official News Distribution Service:
Business Wire VPO
Hosted By:
Search Engine Watch

Agenda* - Monday, December 13, 2004
Day 1 - Conference

8:00am - 9:00am Registration and Continental Breakfast
9:00am - 10:30am Attendees may choose to attend one of the three sessions offered during this time.

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.
Danny Sullivan, Editor,

Pricing Models and Profitable Customers
Profitability is achieved when sales exceed expenses. But there are myriad ways of charging for your services - hourly, retainer, performance based -- and selecting the correct method is key to ensuring profitability.
In this session, SEM company executives discuss their philosophies on pricing and how they've sold their business model to clients.
Chris Elwell, Senior Vice President & General Manager, JupiterWeb, Jupitermedia Corporation
Andy Beal, VP Search Marketing, WebSourced's
Matt Trimmer, Principal Consultant and Managing Director, ivantage LTD
Anne Kennedy, Managing Partner, Beyond Ink

Online Advertising and Search Forecast: Projecting Growth through 2009
After growing tentatively in 2003, online advertising will climb to $8.4 billion in 2004, with all sectors of the ad market growing in harmony. Higher prices are spurring expansion in both paid search, which will grow by 34 percent, and in display ads, which will grow by 24 percent for its first annual increase since 2000. This session will address the state of the online advertising industry today, and analyze how the market will grow over the next five years.
Gary Stein, Senior Analyst, JupiterResearch

10:30am - 11:00am Morning Coffee Break
11:00am - 12:30pm Attendees may choose to attend one of the three sessions offered during this time.

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.
Chris Sherman, Associate Editor, and President, Searchwise
Andy Beal, VP Search Marketing, WebSourced's
John Slade, Director, Product Management, Overture
Dan Thies, President, SEO Research Labs

Cash Flow Management: Maximizing AR, Minimizing AP
Aside from the pricing model, many other decisions you make will affect your bottom line. SEM business executives will discuss issues including billing and collections policies, whether to hire fulltime employees or contractors, benefits, real estate and experiences dealing with media vendors.
Chris Elwell, Senior Vice President & General Manager, JupiterWeb, Jupitermedia Corporation
Jim Boykin, CEO, We Build Pages
John Lustina, Chairman, Co-Founder, Intrapromote
Laura Thieme, President and Founder, Bizresearch

Gathering of the Tribes: Agencies, Engines, and Advertisers Tackle Points of Friction
The three primary stakeholders in online advertising come together in this innovative session. The JupiterResearch moderator will cover a number of the core challenges of online advertising, asking each panelist what he or she would do, and what the panelist expects his or her counterparts to do. This critical roundtable will look directly at what causes friction when different companies - with different business models and different motivations - attempt to collaborate toward a single goal.
Niki Scevak, Analyst, JupiterResearch
Dan Boberg, Director, Strategic Alliances, Overture
Jamie Crouthamel, President & CEO, Performics
Allan Dick, General Manager, Vintage Tub & Bath
James Hering, Senior Vice-President and Director of Interactive Marketing, T:M Advertising

12:30pm - 1:45pm Networking Lunch
1:45pm - 3:15pm Attendees may choose to attend one of the three sessions offered during this time.

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 on Day 2.
Shari Thurow, Webmaster/Marketing Director,

Virtual SEM
Run a small SEM shop? Learn how to expand without having to invest in office space, hire full-time employees and more. This session will cover outsourcing work to specialists, other SEM firms and support companies to help you.
Chris Elwell, Senior Vice President & General Manager, JupiterWeb, Jupitermedia Corporation
Scottie Claiborne, Owner, Right Click Web Consulting
Ani Kortikar, Founder and CEO, Netramind
Jill Whalen, Owner,
Stacy Williams, President, Prominent Placement, Inc.

Search Engine Marketers Survey: Analyzing the Behavior of Marketers
Sixty-nine percent of search marketers say they will spend more on search engine marketing (SEM) in 2004 than in 2003. How many keywords are search marketers buying, and how has buying changed over the past year? What are advertisers' goals for search marketing, and how are they measuring results? This session will look at how marketers are using search, and what trends have begun to emerge.
Niki Scevak, Analyst, JupiterResearch

3:15pm - 3:45pm Afternoon Refreshment Break
3:45pm - 5:15pm Attendees may choose to attend one of the two sessions offered during this time.

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.
Danny Sullivan, Editor,
Dan Boberg, Director, Strategic Alliances, Overture
Chris Churchill, CEO, Fathom Online
Dana Todd, Founding Partner, SiteLab International, Inc.
Emily White, AdWords Manager, Google

Virtual SEM Matchmaking
This session is for SEM firms and contractors to get to know each other. Run an SEM firm and need help? Come tell the group who you are looking for and a bit about your company. Are you a freelancer looking for assignments? Come and describe your expertise and the kind of arrangement your looking for. This session is a 100% open mic format. Speakers will be given 3 minutes to make their pitch to the audience.

To present at this session, send an e-mail to Karen DeWeese Participation is limited. Opportunities to present will be awarded on a first come, first served basis.
Chris Elwell, Senior Vice President & General Manager, JupiterWeb, Jupitermedia Corporation
Greg Jarboe, President and Co-Founder, SEO-PR
Dan Kennedy, Vice President Client Services, MonsterCommerce, LLC
Sherwood Stranieri, NCC Boston

Dynamic Attitude Analysis: Making Opinions Measurable and Actionable
A new category of software tools has emerged which use search engine technology to organize and categorize consumer-posted thoughts and opinions. Monitoring consumer feedback sources such as blogs and message boards is no longer just a task for PR; it is now critical for marketing departments to be able to mine these opinions. This session will help marketers understand the tools available to them and better integrate consumer opinions into marketing plans.
Gary Stein, Senior Analyst, JupiterResearch
Pete Blackshaw, Chief Marketing Officer, Intelliseek
Jonathan Carson, President & CEO, Buzzmetrics
Bob Wyman, CTO and co-founder, PubSub

Click to view Day 2 Agenda
Click to view Day 3 Agenda
Click to view Day 4 Agenda

*This agenda subject to change

For more information regarding exhibit space or sponsorship opportunities contact our Sales Department by completing this form or call Frank Fazio at 203–295–0052.

For registration help or information, please email our Registration Department at or call 203–295–0050.

For information on becoming a Speaker please review the speaker proposal guidelines to submit a proposal for a specific conference session.

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