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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, Product Manager, truelocal.com
Mikkel deMib Svendsen, CTO, RedZoneGlobal
Laura Thieme, President and Founder, Bizresearch

Creating Compelling Ads & Landing Pages
Getting clicks on your paid listings can be a challenge. You need to compel the consumer to click through, 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. If you are new, be sure to have attended Buying Search Engine Advertising on Day 1.
Moderator:
Andrew Goodman, Principal, Page Zero Media Inc.
Speakers:
Joe Agliozzo, CEO and Co-Founder, BetterPPC
Misty Locke, President & Co-Founder, Range Online Media
Matt Spiegel, President, Resolution Media

What Is Spam?
Those who take extreme measures to rank well on search engines are likely to be labeled spammers. How much is too much? There are some clear no-nos, but it's mainly an issue of intent and proportion. This session explores the issue.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Speakers:
Tim Mayer, Director of Product Management, Yahoo! Search Platform & Technology
Shari Thurow, Webmaster/Marketing Director, GrantasticDesigns.com

Public Relations Via Search Engines
Many people rely on news search engines for information. Understanding how these operate is as vital to a PR campaign as understanding how to contact "real-world" reporters. In addition, how can you influence paid and unpaid listings to ensure the right message about your company is getting out, especially if others are employing them to hurt your image?
Moderator:
Detlev Johnson, VP, Director of Consulting, Position Technologies
Speakers:
Nan Dawkins, Partner, RedBoots Consulting
Greg Jarboe, President and Co-Founder, SEO-PR
Rob Key, President & CEO, Converseon

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, as time allows.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise
Speakers:
Heather Lloyd Martin, President, SuccessWorks
Karon Thackston, Owner, MarketingWords

Search Engine Advertising Forum
What's new in the world of paid listings and other search engine advertising programs? Get an update from ad buyers and sellers, with plenty of time for Q&A; and audience participation in sharing tips. NOTE: This session is designed for those experienced in buying search engine advertising.
Moderator:
Rebecca Lieb, Executive Editor, the ClickZ Network
Speakers:
Ron Belanger, VP, Search Engine Marketing, Carat Interactive
Dan Boberg, Director, Strategic Alliances, Overture
Dana Todd, Founding Partner, SiteLab International, Inc.
Emily White, AdWords Manager, Google

Black Hat, White Hat & Lots Of Gray
"Black hat" search marketers will do anything to get a top ranking, right? Well, some argue that even "white hat" marketers who make search engine optimization changes ultimately are trying to game the search ranking system. Are white hats being naive? Are black hats failing to see the long-term picture? An exploration of the issues, with lots of time for dialog and discussion.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Speakers:
Greg Boser, President, WebGuerrilla LLC
Mikkel deMib Svendsen, CTO, RedZoneGlobal
Todd Friesen, Owner/Founder, Oilman Promotions
Jill Whalen, Owner, HighRankings.com
Alan Perkins, Head of Search Engine Marketing, SilverDisc

Search Marketing To Hispanics & Latin America
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:
Barbara C. Coll, CEO, WebMama.com Inc. and President & Chair, SEMPO
Speakers:
Peter Celeste, Senior Director International Sales, Overture
Juan Fernando, Creative Director, Estudio Latino
Ignacio Hernandez Jr., President, iHispanic Marketing Group
Lucas Morea, CEO, LatinEdge Inc.
Matthew Whiteley, Director, International Sales & Business Development, TeRespondo.com, 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, as time allows 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:
Detlev Johnson, VP, Director of Consulting, Position Technologies
Speakers:
Barbara C. Coll, CEO, WebMama.com Inc. and President & Chair, SEMPO
Jen Fitzpatrick, Director, Engineering, Google
Jon Glick, Senior Manager, Yahoo! Search
Derrick Wheeler, Director Search Optimization, Digital Impact, Inc.
Q&A; Speaker:
Eytan Seidman, Program Manager, MSN Search

Pay-Per-Call, Flat Rate & Other Pricing Alternatives
Pay-per-click is the model that rules paid search advertising, but could this change in the future? Pay-per-call has arrived, and other alternatives are lurking. A look at new payment models now and crystal-ball discussion of what might come.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise
Speakers:
Dan Ballister, Vice President of Sales, FindWhat.com
Marc Barach, Chief Marketing Officer, Ingenio
Robert Goldberg, EVP, Idealab

Legal Protection Issues & Tactics
A competitor has an ad running on your trademarked brand name. Call the lawyers, or are there other options? How about someone who's copied your web site? Are there ways to get the site out of the search engines? And how to fight back, if accused? An exploration of these and other legal issues.
Moderator:
Jeffrey K. Rohrs, President, Optiem LLC
Speakers:
Mark W. Ishman, Stark Law Group, P.L.L.C.
Eric Goldman, Esq., Assistant Professor of Law, Marquette University School of Law
Matt Naeger, VP & General Counsel, IMPAQT
David A. Rammelt, Partner, Kelley Drye & Warren LLP

Business To Business Forum
Forget consumers. You want only the business-to-business audience! This session explores options and issues in targeting B2B. In addition to panel presentations, there will be time for Q&A; and audience participation in sharing knowledge.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Speakers:
Gord Hotchkiss, President and CEO, Enquiro
Martin Laetsch, Manager, Worldwide Search, Intel Corporation
Jeff Ramminger, EVP of Products, Technology & Marketing, KnowledgeStorm
Dan Savage, President, ThomasB2B.com
Todd Sims, VP of Sales, Business.com
Paul Slack, CEO, WebDex
Karen Breen Vogel, CEO, B2B Works

Link Building Basics
Discover how search engines rely on link analysis as an important component for rank web pages. Learn also how to increase traffic to your site by building quality links in an appropriate manner.
Moderator:
Detlev Johnson, VP, Director of Consulting, Position Technologies
Speakers:
Jen Fitzpatrick, Director, Engineering, Google
Michael Palka, Director of Search, Ask Jeeves
Eric Ward, CEO, EricWard.com
Mike Grehan, CEO, Smart Interactive and Author of Search Engine Marketing: The Essential Best Practice Guide

Broad Matching & Other Ad Targeting Options
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:
Gary Stein, Senior Analyst, JupiterResearch

Speakers:
Patricia Hursh, President, SmartSearch Marketing
Kevin Lee, CEO, Did-it.com
John Slade, Director, Product Management, Overture
Matt Van Wagner, President, Find Me Faster
Emily White, AdWords Manager, Google

What Would You Do?
In this panel, a group of search marketers are put in charge of a fictional search engine and asked to make policies about spam, ads and trademarks, controversial ads and other tricky issues. Come watch them try to please all parties while under pressure.
Moderators:
Danny Sullivan, Editor, SearchEngineWatch.com
Jeffrey K. Rohrs, President, Optiem LLC
Speakers:
Greg Boser, President, WebGuerrilla LLC
Andrew Goodman, Principal, Page Zero Media Inc.
Noel McMichael, Vice President of Search Marketing, Digital Impact
Jeffrey K. Rohrs, President, Optiem LLC
Dana Todd, Founding Partner, SiteLab International, Inc.

Reaching Out To Europe
Search engines make it easy for those in Europe to learn about your products and services, assuming you've followed some important search engine marketing tips. Learn about the importance of page language, country-specific web sites and paid campaigns, to succeed with Europe.
Moderator:
Rebecca Lieb, Executive Editor, the ClickZ Network
Speakers:
Massimo Burgio, San Francisco Branch Manager, Ad Maiora
Peter Celeste, Senior Director International Sales, Overture
Bill Hunt, Search Effectiveness Team Lead, ibm.com, Sales & Distribution
Harrison Magun, VP, Managing Director, Avenue A | Razorfish Search (formerly eonMedia)