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Introduction To Search Engine Marketing
Which 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.
Speaker:
Danny Sullivan, Editor, SearchEngineWatch.com

European Search Landscape
Want to target Europe? Then learn about the major players in search that exist and key principles to keep in mind when reaching out to multiple European countries.
Moderator:
Julian Smith, Analyst, Jupiter Research
Speakers:
Jim Banks, Web Diversity
Ben Hogg, NetRatings, Inc.
James Lamberti, Vice President, Marketing Solutions, ComScore Networks
Lyndsay Menzies, Operations Director, bigmouthmedia
Fabio Selmoni, Director of European Sales and Operations, Google
Stephen Taylor, Managing Director Europe, Overture

Trusted Feeds Case Studies
Learn how paid inclusion trusted feeds allow you to send a data stream to search engines and hear advice from those who've used various programs to gain traffic.
Moderator:
Nate Elliott, Associate Analyst, Jupiter Research
Speakers:
Warren Cowan, Managing Director, Greenlight
Barry Lloyd, CEO, MakeMeTop
Yarden Tadmor, Vice President of Business Development - Europe, Quigo
David Turner, Director of European Operations, Position Tech
Q&A; Speaker:
Paul McCarney, Director of Strategy, Decide Interactive

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.
Moderator:
Julian Smith, Analyst, Jupiter Research
Speakers:
Tor Crockatt, Head of Editorial - Europe, Espotting
Graham Hansell, Founder, SiteLynx
Andy Mindel, Managing Director, WordTracker
Mike Mindel, Managing Director, WordTracker

Domain Name Issues
When targeting a particular country, having a domain name that matches that country can be helpful for search engines to see you as a "native." Learn more about gaining domain names for countries where you are not based and how to deploy those names in a search engine friendly manner.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Speakers:
Robin Hislop, Technical Director, Spannerworks
Jonathan Robinson, Director of Business Development, NetBenefit plc.
Ren Warmuz, Founder and CEO, Trellian

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:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise
Speakers:
David Bacall, Citigroup
Kate Burns, UK MD of AdSales, Google
James Burrows, Director of Strategy, Espotting
Edward Cowell, Technical Director, Neutralize
Stephen Taylor, Managing Director Europe, Overture

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.
Speaker:
Shari Thurow, Webmaster/Marketing Director, GrantasticDesigns.com

Language Issues
Learn how search engines understand the language of a web page and what impact that can have on how you will appear when language and country-specific searching is performed.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Speakers:
Matt Cutts, Software Engineer, Google
Robin Hislop, Technical Director, Spannerworks
Bill Hunt, Search Effectiveness Team Lead, IBM.com

Broad Matching & Dayparting
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. Dayparting involves showing your ads only during certain times of the day. Can it help conversion? Learn more about broad matching and dayparting techniques.
Moderator:
Nate Elliott, Associate Analyst, Jupiter Research
Speakers:
Nick Cox, Information Retrieval Specialist, Mirago
Max Erdstein, National Manager, Creative Maximizing, Google
Jonty Kelt, Managing Director of UK and Europe, Performics
Michael Sack, SVP and Chief Product Officer, Inceptor, Inc
Alexandra Salomon, Senior Director, International Product, Overture

Writing For Search Engines
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:
Julian Smith, Analyst, Jupiter Research
Speakers:
Charon Matthew, Head of Marketing, MediaCo (uk)
Jill Whalen, Owner, HighRankings.com

Multi-Country Campaign Management
Planning a search engine marketing campaign that will stretch across several European countries. Get tips and advice on how to proceed in an efficient, effective manner.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Speakers:
Gilles Bourdin, Chief Operating Officer, NetBooster
Simon Conroy, Technical Director, WSPS
Robin Hislop, Technical Director, Spannerworks
Bill Hunt, Search Effectiveness Team Lead, IBM.com
Rich Pearson, Head of Direct & Online Marketing, Yahoo! Europe

Search Engines & Branding
Search engines are recognized as one of the best ways to generate qualified leads online. What about branding aspects? Should search engine marketing be considered as part of a brand-building campaign?
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise
Speakers:
James Colborn, Inceptor
Arjo Ghosh, Spannerworks
Lyndsay Menzies, Operations Director, Bigmouthmedia
Matt Trimmer, Principal Consultant, ivantage

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:
Nate Elliott, Associate Analyst, Jupiter Research
Speakers:
Thomas Bindl, CEO, OPTOP
Matt Cutts, Software Engineer, Google
Mike Grehan, CEO, Smart Interactive and Author of Search Engine Marketing: The Essential Best Practice Guide

Search Engines & Trademarks : A Legal Look
A number of cases in the US and Europe have sprung up involving whether it is legal for search engines to sell ads linked to words that are also trademarks. This panel explores some of the cases and issues involved.
Moderator:
Jeffrey K. Rohrs, Director of Digital Marketing, Optiem
Panelists:
Stephen Bennett, Senior lawyer, Lovells
Dr. Felix Hofer, Hofer Lösch Torricelli and member of Global Advertising Lawyers Alliance (GALA)
Stéphane Perino, Founder & CEO, Agence Virtuelle SA
Peter Roche, Founder, Sitelynx

Ad Management Case Studies
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 features real life examples of how companies are making the job easier by employing ad or bid management tools. Each case study involves an up-close look at a particular tool that's been employed. The session aims to educate you generally about the capabilities that such tools provide, such as closing bid "gaps" and measuring return on investment (ROI). Q&A; period at end involves both case study presenters and ad management vendors.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Speakers:
Tim Brown, Managing Director, Real Media UK
Dave Carlson, President, GO TOAST
Simon Conroy, Technical Director, WSPS
Martin Dinham, Business Development Manager, Neutralize
Michael Sack, SVP and Chief Product Officer, Inceptor, Inc