Featuring Search Engine Expert: Danny Sullivan
 
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Agenda* - Monday, August 12
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| 9:00am - 10:30am |
Three sessions are offered during this time. Please choose one of them:
Back To Basics
An introduction to search engine marketing, covering the basics of obtaining traffic from crawler-based, human-powered and paid listings search engines. A must-attend session for beginners. Intended for those with some experience already with search engine promotion.
Danny Sullivan, Editor, SearchEngineWatch.com
Measuring Success: Part 1
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 explore ways to measure success and what statistics you should really care about.
Moderator:
Detlev Johnson, ascendant-group.com
Panelists:
Bryan Eisenberg, Chief Information Officer, Future Now Inc.
Catherine Seda, President, Seda Communication
Laura Thieme, President & Founder, Bizresearch Inc.
Tips & Tools Forum
A panel of search engine marketing experts share tips, techniques and tools related to search engine positioning, with ample time for Q&A; and audience participation in sharing knowledge.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise
Panelists:
Bruce Clay, President, Bruce Clay, LLC
John Heard, President, Beyond Engineering & Freelance Writer, Planet Ocean
Bill Hunt, Partner, Senior Strategist, Outrider
Terry Plank, Academy of Web Specialists LLC
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| 10:30am - 11:00am |
Morning Coffee Break/Exhibit Hall Opens
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| 11:00am - 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:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise
Panelist:
Shari Thurow, Webmaster/Marketing Director, GrantasticDesigns.com
Measuring Success: Part 2
Vendors of major measuring tools provide brief, case study examples of how their products are used to quantify search engine success, followed by Q&A; with both vendors and panelists from Measuring Success: Part 1.
Moderator:
Detlev Johnson, ascendant-group.com
Panelists:
Eric Peterson, Sr. e-business Analyst, WebSideStory
Bryan Eisenberg, Chief Information Officer, Future Now Inc.
Kevin Lee, CEO, Did It
Michael Sack, SVP and Chief Product Officer, Inceptor, Inc.
Catherine Seda, President, Seda Communication
John Simpson, Product Marketing Manager, Web Trends Division of NetIQ Corporation
Laura Thieme, President & Founder, Bizresearch Inc.
Shop Talk Forum
This moderator-led session allows the audience to raise questions relating to search engine marketing and get advice from other attendees.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
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| 12:00pm - 1:15pm |
Networking Lunch
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| 1:15pm - 2:45pm |
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, dynamic content, password protection, secure web servers and more impact your site in search engines? This session explores such factors, explaining what to avoid and what to do. A follow-on "Successful Site Architecture Clinic" on Day 3 also provides an opportunity to volunteer your site for a review of site architecture issues.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise
Panelists:
Barbara Coll, CEO, webmama.com
Shari Thurow, Webmaster/Marketing Director, GrantasticDesigns.com
Buying Paid Listings
Paid placement means that you can have a top ranking in return for payment. Every major search engine offers a paid placement program. Learn what's available, with details on programs from major providers and advice from those experienced with paid listings. NOTE: Session repeats on Day 2 at 9:00am. Also, those attending this session will be interested in the Paid Listings Tools session on Day 1, the Perfecting Paid Listings session on Day 2, the Paid Inclusion Forum on Day 2 and the Paid Listings Clinic on Day 3.
Moderator:
Detlev Johnson, ascendant-group.com
Panelists:
Tim Cadogan, Vice President of Partner Development & Strategy, Overture
Robert Goldberg, Senior Vice President of Sales, Marketing and International Operations,LookSmart
Sheryl Sandberg, Director of Technology, Google
Dana Todd, Founding Partner, SiteLab International, Inc.
David Williams, Chief Strategist, 360i
Big Sites & Big Brands Forum
Running a web site or sites with thousands if not hundreds of thousands of pages? Have a brand name that is recognized by millions worldwide? This session looks at issues impacting those with big sites or big brands, such as how to implement search engine optimization work in-house, dealing with rivalries between the tech side and marketing side of your organization and other issues. In addition to panel presentations, there will be time for Q&A; and audience participation in sharing knowledge.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Panelists:
Noel McMichael, President, Marketleap
Corey Cleek, eBay.com
Neal Linkon, Director of Communications, Spectracom
Mary Rider, Director, Advertising Online, 1-800-Flowers
Marshall D. Simmonds, Director of Search, About.com
John Tawadros, Director of Client Services and Technology, iProspect
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| 2:45pm - 3:15pm |
Afternoon Refreshment Break
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| 3:15pm - 4:15pm |
Three different sessions are offered during this time. Please choose one of them:
Search Term Research
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 winning with your search engine marketing efforts. A follow-on "Search Term Research Clinic" on Day 3 also provides an opportunity to volunteer your site for a review of search term research issues.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise
Panelists:
Sherwood Stranieri, Search Strategist, Transcendigital
Dr. Amanda Watlington, Director of Research, iProspect
Newell D. Wright, PhD., Associate Professor and Wampler-Longacre Professor of Marketing, James Madison University and Research Fellow, Commonwealth Information Security Center
Paid Listing Tools
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 covers tools that help you close bid
"gaps" and measure return on investment from your paid listings. 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 also attend the Buying Paid Listings session held on Day 1 or Day 2.
Moderator:
Detlev Johnson, ascendant-group.com
Panelists:
Alan Bombria, CEO, BidRank Software
Dave Carlson, GO TOAST
Lance Loveday, President, Closed Loop Marketing
Robert Raines, Director of Consumer Loans and International, E-Loan
Small Business & Non-Profit Forum
Have little or no money for search engine marketing efforts? Fearful that you'll never get found now that those with large advertising budgets can spend their way to the top? This session provides strategies and advice for small businesses and non-profit organizations looking to be found in search engines. In addition to panel presentations, there will be time for Q&A; and audience participation in sharing knowledge.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Panelists:
Caryl Felicetta, Creative/Technical Partner, i-Position
Anne Kennedy, Managing Partner, Beyond Ink
Jamie Low, Internet Marketing Director, All-Outdoors California Whitewater
Rafting and Consultant, SearchEngineMarketing.com
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| 4:15pm - 4:30pm |
Session Interval
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| 4:30pm - 5:30pm |
Three different sessions are offered during this time. Please choose one of them:
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. A follow-on "Writing For Search Engines Clinic" on Day 3 also provides an opportunity to volunteer your site for a review of search engine writing issues.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise
Panelists:
Heather Lloyd Martin, President, SuccessWorks
Jill Whalen, Owner, HighRankings.com
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.
Speakers:
Dale Moore, @Web Site Publicity
Anthony Muller, President, Web Mercs Inc
Site Clinic
This interactive session takes volunteers from the audience and examines their web sites live to provide general feedback about improving them to gain more traffic from search engines. Note: Session repeats on Day 2 at 4:30pm.
Panelists:
Elisabeth Osmeloski, Senior Account Manager, Beyond Ink
Danny Sullivan, Editor, SearchEngineWatch.com
Derrick Wheeler, VP Search Engine Marketing, Marketleap
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| 5:30pm - 7:00pm |
Networking Cocktail Reception
Sponsored by:
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| 7:00pm |
Exhibit Hall Closes
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| 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. After you've had a drink at the networking cocktail reception, come over, sit down and take part in this informal, "after hours" discussion.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
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