Agenda* - Tuesday, March 5
8:00am - 9:00am	Registration and Continental Breakfast
9:00am - 9:20am	KEYNOTE: What Searchers Seek What do people look for online. Aaron Schatz of the Lycos 50 (http://50.lycos.com/) reports on this each week. Learn more about the crazy and wacky trends one finds when watching query logs. Aaron Schatz, Writer of the Lycos 50, Lycos
9:30am - 11:00am	Three sessions are offered during this time. Please choose one of them: Successful Site Architecture How do specific factors such as Javascript, Flash, Cascading Style Sheets, Server-Side Includes (SSIs), frames, H1 tags, image ALT text, file names, directory structure, linking and more impact your site in search engines? This session explores such factors in-depth, explaining what to avoid and what to do. Moderator: Detlev Johnson, VP of Technology, Position Technologies Inc. and Moderator, I-Search mailing list Panelists: Barbara Coll, CEO, webmama.com Shari Thurow, Webmaster/Marketing Director, GrantasticDesigns.com Search Engine & Legal Issues Not long after search engines emerged, so did legal disputes involving them. Cases have been fought over trademarked terms being linked to ads or inserted into meta tags. Actions have been taken against "pagejackers" who use other people's content to generate search engine traffic. Learn about these and other issues. Jeffrey K. Rohrs, Digital Marketing Strategist, Optiem Danny Sullivan, Editor, SearchEngineWatch.com Deborah A. Wilcox, Partner, Baker & Hostetler LLP 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. Moderator: Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise Panelist: Tim Cadogan, Senior Director of Search Products, Overture (formerly GoTo) Kent Lewis, Interactive Group Director, Young & Roehr Group Craig Pisaris-Henderson, CEO, President, & Co-founder, FindWhat.com Craig Silverstein, Director of Technology, Google Dana Todd, Founding Partner, SiteLab International Inc.
11:00am - 11:30am	Morning Coffee Break
11:30am - 12:30pm	Three different sessions are offered during this time. Please choose one of them: Looking at Links By mapping and analyzing how pages link to each other, sarch engines have been able to make remarkable improvements in their results. Discover how links have been leveraged for the greater good. Moderator: Danny Sullivan, Editor, SearchEngineWatch.com Panelists: Paul Gardi, Vice President of Search, Ask Jeeves Google Rolf Michelsen, Software Engineering Manager, Fast Craig Silverstein, Director of Technology, Google Measuring Success How do you know if you've 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. Moderator: Detlev Johnson, VP of Technology, Position Technologies Moderator, I-Search mailing list Panelists: Bryan Eisenberg, Chief Information Officer, Future Now Inc. Laura Thieme, President & Founder, Bizresearch Inc. Brian Induni, Lead Product Manager, Web Trends Division of NetIQ Corporation Steve Stacy, Marketing, Envision Technology Advisors, LLC. Cloaking & Doorways Have questions on ways to deliver pages targeted specifically to particular search engines and when you might do this? Come learn techniques, ethics and traps to avoid. Moderator: Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise Panelists: John Heard, President, Beyond Engineering & Freelance Writer, Planet Ocean Mikkel Demib Svendsen, VP Product Development, Ankiro.com David Turner, Director of Foundation Services, Outrider UK
12:30pm - 1:30pm	Networking Lunch
1:30pm - 3:00pm	Three sessions are offered during this time. Please choose one of them: The Spam Police 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 Panelist: Bob Keating, Editor in Chief, The Open Directory Project, Netscape Communications Corp. Tim Mayer, Web Search Product Manager, Inktomi Jen McGrath, Google Software Engineer, Google Rolf Michelsen, Software Engineering Manager, Fast Kate Wingerson, VP & Editor-in-Chief, LookSmart Search Term Research Have questions about developing appropriate keywords and search terms to target your SEO campaigns? Pick up tips and advice on ways to proceed. Moderator: Detlev Johnson, VP of Technology, Position Technologies Inc. and Moderator, I-Search mailing list Panelists: Greg Boser, President, WebGuerrilla, LLC Sherwood Stranieri, Transcendigital Dr. Amanda Watlington, Director of Research, iProspect Selecting A Search Engine Marketing Firm Need assistance with your search engine optimization efforts? Pricing and methods vary widely. Discover more about the industry and the models that might suit by hearing about different approaches providers have taken to helping clients. Moderator: Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise Panelists: Dave Williams, President and Founder, 360Traffic Andrea Harris, Manager, Site Analysis, Edmunds.com Anthony Muller, President, Web Mercs Inc. Susan O’Neil, CEO, Web Site Publicity
3:00pm - 3:15pm	Session Interval
3:15pm - 4:00pm	Three different sessions are offered during this time. Please choose one of them: The Search Engines Ask You The tables get turned in this session. A panel comprised of search engine representatives pose their questions to the audience. Come give them answers and perhaps influence changes! Moderator: Danny Sullivan, Editor, SearchEngineWatch.com Panelist: Stephen Baker, Director, Internet Business Unit, FAST Scott Gatz, General Manager, Personalization & Search/Directory, Yahoo! Google Bob Keating, Editor in Chief, The Open Directory Project, Netscape Communications Corp. Dakota Sullivan, Vice President, Marketing, LookSmart Tim Mayer, Web Search Product Manager, Inktomi Jen McGrath, Google Software Engineer, Google 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. 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 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. Panelist: Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise

* This agenda subject to change

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