Agenda* - Monday, March 4
8:00am - 9:00am	Registration and Continental Breakfast
9:00am - 9:15am	Opening Remarks
9:15am - 10:45am	Three sessions are offered during this time. Please choose one of them: Back To Basics An introduction to search engine marketing, including how to get listed, using meta tag, and the issues involved in ranking well. Covers both crawler-based and human-powered search engines. A must-attend session for beginners. Danny Sullivan, Editor, SearchEngineWatch.com Understanding Paid Inclusion Why would anyone pay to be included in a search engine's listings without a guarantee of ranking well for particular terms? Done right, the more representation a site has in a search engine, the more likely it is to "naturally" rank well for a variety of targeted terms. That can mean highly-qualified traffic at a price less than obtained through paid placement programs. An overview of paid inclusion, with a detailed look at programs offered by some major search engines. Moderator & Speaker: Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise Panelists: Scott Kluth, Project Manager of User Experience, sears.com Chris Kermoian, Director of Product Marketing, AltaVista Peter Adams, Chief Technology Officer, LookSmart Tim Mayer, Director of Web Search Product Management, Inktomi Corporation Thomas Wilde, GM Search Services, Terra Lycos Inc. Measuring Success How do you know if you have been successful with search engines? There are tools that allow you to find out how well you rank or the actual terms people used to reach your Web site. However, you might want to go beyond these and "close the loop" by also measuring sales conversions. This panel looks at the wide range of options available.NOTE: Session repeats on Day 2 at 11 a.m. Moderator: Detlev Johnson, VP of Technology, Position Technologies Inc. and Moderator, I-Search mailing list Panelists: Bryan Eisenberg, Chief Information Officer, Future Now Inc. Brian Induni, Lead Product Manager, Web Trends Division of NetIQ Corporation Steve Stacy, Marketing, Envision Technology Advisors, LLC. Laura Thieme, President & Founder, Bizresearch Inc.
10:45am - 11:15am	Morning Coffee Break
11:15am - 12:00pm	Three sessions are offered during this time. Please choose one of them: Designing Search Engine Friendly Sites How to build a Web site from the ground up that pleases both search engines and your visitors. Discover how "search engine friendly" design can tap into traffic naturally. 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. Moderator: Detlev Johnson, VP of Technology, Position Technologies Inc. and Moderator, I-Search mailing list Panelist: Shari Thurow, Webmaster/Marketing Director, GrantasticDesigns.com Managing Paid Placement Listings Paid placement 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 teaches about closing bid "gaps", targeting terms more effectively and other tips, tools and techniques to help you manage your listings better. NOTE: The session is designed more for those who are already familiar with how paid placement works. If you are new to paid placement, you should instead attend the Purchasing Paid Placement Listings session. Moderator: Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise Panelists: Brad Byrd, Director of Business Development, NewGate Kevin Lee, CEO, Did It Lance Loveday, President, Closed Loop Marketing Site Clinic This interactive session examines the web sites of selected audience members and provides feedback on improvements to generate more traffic from search engines. NOTE: Session repeats on Day 2 at 3:15 Speaker: Danny Sullivan, Editor, SearchEngineWatch.com Panelist: Chris Churchill, Search Engine Optimizer, NetMechanic, Inc.
12:00pm - 1:30pm	Networking Lunch

1:30pm - 3:00pm	Three sessions are offered during this time. Please choose one of them: Meet The Crawlers Representatives from various crawler-based search engines will discuss their services and take questions from attendees. Moderator: Danny Sullivan, Editor, SearchEngineWatch.com Panelists: Ask Jeeves Stephen Baker, Director, Internet Business Unit,FAST Chris Kermoian, Acting VP Marketing and Director of Product Marketing, AltaVista Tim Mayer, Director of Web Search Product Management, Inktomi Corporation Jen McGrath, Google Software Engineer, Google Purchasing Paid Placement Listings Paid placement means that you can have a top ranking in return for payment. Every major search engine now offers a paid placement program. Learn about what's available, with details on programs from major paid placement providers.NOTE: Session repeats on Day 2 at 9:00am. Moderator: Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise Panelists: Tim Cadogan, Senior Director of Search Products, Overture (formerly GoTo) Craig Pisaris-Henderson, CEO, President, & Co-founder, FindWhat.com Kent Lewis, Interactive Group Director, Young & Roehr Group Craig Silverstein, Director of Technology, Google Dana Todd, Founding Partner, SiteLab International, Inc. 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. Moderator: Detlev Johnson, VP of Technology, Position Technologies Inc. and Moderator, I-Search mailing list Panelists: Michael Sack, SVP and Chief Product Officer, Inceptor, Inc. Nick Usborne, Consultant, www.nickusborne.com, and Moderator, I-Copywriting
3:00pm - 3:30pm	Afternoon Refreshment Break
3:30pm - 4:30pm	Three different sessions are offered during this time. Please choose one of them: Dealing With Directories Representatives from various human-powered search engines will discuss submission issues and take questions from attendees. Moderator: Danny Sullivan, Editor, SearchEngineWatch.com Panelists: Stephanie Blair, Lead Surfer, Yahoo! Bob Keating, Editor-in-Chief, The Open Directory Project, Netscape Communications Corp. Kate Wingerson, VP & Editor-in-Chief, LookSmart Writing For Search Engines To please search engines, you need to be using 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. Note: Session repeats on Day 2 at 3:15pm Moderator: Detlev Johnson, VP of Technology, Position Technologies Inc. and Moderator, I-Search mailing list Panelists: Heather Lloyd-Martin, Co-Moderator, Rank Write Roundtable, and President, SuccessWorks Jill Whalen, Co-Moderator, Rank Write Roundtable, and Owner, HighRankings.com Case Studies Come hear three "real life" examples of how companies have marketed themselves via search engines. Learn what worked and didn't work for them, from optimizing content for crawlers to purchasing placement. Moderator: Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise Panelist: Nan Dawkins, Partner,RedBoots Consulting, LLC Jamie Low, Internet Marketing Director, All-Outdoors California Whitewater Rafting and Consultant,SearchEngineMarketing.com Ron Walker, President, Access Media Group , AllAboutVision.com
4:30pm - 4:45pm	Session Interval
4:45pm - 5:30pm	Three different sessions are offered during this time. Please choose one of them: Link Building Discover how search engines are relying more on link analysis to rank Web pages and how to increase traffic to your site by building links. Moderator: Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise Panelists: Marshall D. Simmonds, Director of Search, About.com Barbara Coll, CEO, webmama.com Search Engine Marketing Industry Issues What are the challenges facing those who provide search engine marketing services? Does the industry need standards? How do you deal with clients? Come hear thoughts on these and other issues from panelists, followed by questions and discussion. Also consider attending the Search Engine Marketing Forum session for further talk on the issues raised. Moderator: Detlev Johnson, VP of Technology, Position Technologies Inc. and Moderator, I-Search mailing list Panelists: Doug Heil, ihelpyou Services Jeffrey Herzog, International Crossing Alan Perkins, Chief Technology Officer, e-Brand Management Ask The Portals Still have questions? This session offers the chance to get answers from Danny Sullivan and search engine representatives. Moderator & Speaker: Danny Sullivan, Editor, SearchEngineWatch.com Panelist: Bill Bliss, MSN Search Gerry Campbell, AOL Thomas Wilde, GM Search Services, Terra Lycos Inc.
5:30pm - 7:00pm	Networking Cocktail Reception Sponsored by:
6:30pm - 7:30pm	Search Engine Marketing Forum This session lets those in the search engine marketing industry share thoughts, knowledge and ideas among themselves. It is a moderator-led but purely audience-driven session. The audience IS the panel. This is a perfect follow-up session for those attending the Search Engine Marketing Industry Issues panel.

* This agenda subject to change

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