9:00am-9:45am

Keynote Conversation With Jim Lanzone
Ask.com CEO Jim Lanzone talks with conference co-chair Chris Sherman about Ask.com's challenge to its more trafficked peers to steal away searchers, including how the launch of its new Ask3D interface is going.

10:30am-12:00pm

Attendees may choose to attend one of the five sessions offered during this time.

Fundamentals Track
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.

Multimedia Track
Podcast & Audio Search Optimization
More and more people are "podcasting," on-demand radio-like shows people can listen to on MP3 players or their computers. This session looks at various search engines specifically for podcasts and how to best get your audio content found through them.

Advertising Track
Ad Testing: Research & Findings
Have you been doing deep testing of your ad campaigns? Fear not -- the panel in this session has and will be sharing tips you might want to try yourself. How important are headlines, descriptions and other elements in your control? How do consumers interact with the ads?

Conversion Track
Web Analytics & Measuring Success Overview
How do you know if you've been successful with search engines? You can check your "rank" at search engines for particular keywords, analyze log files to see the actual terms people used to reach your web site or make the ultimate jump and "close the loop" by measuring sales conversions and return-on-investment (ROI). This panel explores ways to measure success and what statistics you should really care about.

Issues Track
Copyright & Trademarks: What SEMs Should Know
Search marketers will almost certainly run into copyright or trademark issues at some point in their careers. This session covers law fundamentals you should know, as well as common tips and tactics you may need to use relating to how these issues apply to free and paid listings.

1:30pm-2:45pm

Attendees may choose to attend one of the five sessions offered during this time.

Fundamentals Track
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.

Multimedia Track
Images & Search Engines
Regular search engines can't understand text trapped within images, and this session looks at strategies to combat this problem for the image-intensive site. It also examines how to generate traffic using your images via image-specific search engines.

Advertising Track
Putting Search Into The Marketing Mix
Search marketing should be considered as an essential part of any overall marketing campaign, online and off. In this session, we look at successes from considering search from the very beginning, failures that result if this is not done and how other marketing can also help search.

Conversion Track
Converting Visitors Into Buyers
Getting visitors to your web site is only half the battle. To be victorious, you need them to convert into customers by making purchases, signing up for services or fulfilling whatever are your goals. Learn about making this conversion. The latter part of the session takes volunteers from the audience and examines their web sites live to provide general feedback about changing them to improve visitor conversion.

Issues Track
Search Marketers On Click Fraud
In this session, search marketers explore issues and tactics relating to click fraud concerns.

3:15pm-4:30pm

Attendees may choose to attend one of the five sessions offered during this time.

Fundamentals Track
Fun With 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. In addition, discover why dynamic sites needn't be a problem but a benefit when dealing with search engines.

Multimedia Track
Video Search Optimization
Producing video content? There are video search engines that specialize in gathering up your video and making it available to searchers seeking such content. This session looks at how to make your video more visible in these specialized services.

Advertising Track
Search Ad Buyers Forum
What's new in the world of paid listings and other search advertising programs? Get an update from our panel of ad buyers, with plenty of time for Q&A and audience participation in sharing tips, concern and solutions. NOTE: This session is designed for those experienced in buying search engine advertising. If you are new to search advertising, be sure to have attended Search Advertising 101 on Day 1.

Conversion Track
Creating Compelling Ads
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. This session looks at ways to get the right clicks. 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 Search Advertising 101 on Day 1.

Issues Track
Search Engines On Click Fraud
In this session, search engines discuss how they deal with click fraud concerns.

4:45pm-6:00pm

Attendees may choose to attend one of the five sessions offered during this time.

Fundamentals Track
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.

Multimedia Track
Meet The Video Search Engines
Learn more about video search, how it operates and where it may be going during this panel of representatives from video search engines.

Advertising Track
Meet The Search Ad Networks
Representatives from major search engines that sell paid listings and other search advertising discuss new aspects to their programs and answer questions in general from the audience.

Conversion Track
Landing Page Testing & Tuning
Getting someone to click on your search ad is only half the battle. Once visitors arrive, the landing pages you display to them are a crucial component in converting them into buyers. This session looks at ways to test and tweak your landing pages to get that conversion. 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 Search Advertising 101 on Day 1.

Issues Track
Are Paid Links Evil?
Search engines, especially Google, say don't do 'em. But some search marketers say paid links work. Are paid links subverting search quality? Or are they simply a fact of life, here to stay? We explore the issues, in this session.

Special Event
7:00pm-11:00pm