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Introduction To Search Engine Marketing
Who 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.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com

Dealing With Contextual & Other Non-Search Ads
You know about search targeted listings, where your ad shows up based on the keywords someone enters into a search engine. But what about contextual ads, where paid listings show up based on the content of what someone is reading? Programs exist to let you easily move search ads into a contextual environment. But should you? And how should you handle other new types of advertising sold on a cost-per-click basis? This session offers tips and advice for those coming at these new offerings from a search marketing perspective.
Moderator:
Detlev Johnson, President of Technology, SuccessWorks Search Marketing Solutions Inc.
Speakers:
Brad Byrd, Director of Business Development, NewGate
Andrew Goodman, Principal, Page Zero Media Inc.
Patrick Keane, Head of Sales Strategy, Google
Joshua Stylman, Managing Partner, Reprise Media
Paul Volen, Vice President, Partner Development & Strategy, Overture

Using Search For Market Research
Search engine traffic represents a giant focus group that you can mine to understand what consumers are interested in. Learn how to tap into this knowledge, to help with both your search marketing campaigns and your business in general.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise
Speakers:
Ron Belanger, VP, Search Engine Marketing, Carat Interactive
Kohn Klimstra, Account Director, iTraffic

Coping with Growth: What's Keeping You Up At Night?
Opportunities are everywhere. Your business is growing faster than you'd ever imagined. But growth means that you're starting to get involved in things that you don't know or aren't interested in. In this session you'll hear from SEM firm executives about the issues they're dealing with and how they're coping.
Part of the SEM Business & Finance Track
Moderator:
Chris Elwell, Senior Vice President & General Manager, JupiterWeb, Jupitermedia Corporation
Speakers:
Barbara C. Coll, CEO, WebMama.com Inc
Noel McMichael, President, Marketleap
Jeff Pruitt, President, iCrossing

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. Toward the end of the session, volunteers from the audience will have their sites reviewed for search term research issues, if time allows.
Moderator:
Detlev Johnson, President of Technology, SuccessWorks Search Marketing Solutions Inc.
Speakers:
Andy Beal, VP Search Marketing, WebSourced's KeywordRanking.com
John Slade, Director, Product Management, Overture
Dan Thies, President, SEO Research Labs

Lobbying For Your Search Marketing Budget
Sure, search is hot. But that doesn't mean your overall advertising budget has suddenly gotten larger to allow for increased spending on search. Learn how to lobby for a bigger slice of the existing pie and how manage a budget in a marketplace that constantly changes in terms of price and traffic.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise
Speakers:
Rob Gaudio, Director of Client Services, MEA Digital
Bill Hunt, Search Effectiveness Team Lead, ibm.com, Sales & Distribution
Lance Loveday, President, Closed Loop Marketing

Inside The Searcher's Mind
How do searchers interact with search engines? What parts of the search results page do they see as most relevant? What draws clicks? How do searchers react when they fail to find what they are looking for. New research provides answer to these and other questions -- along with tips and tactics for search marketers to consider.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Speakers:
Liz Edison, Dir. Strategic Solutions, Vividence
Gordon Hotchkiss, President & CEO, Enquiro Search Solutions Inc.
Fredrick Marckini, CEO and Founder, iProspect
Marissa Mayer, Director, Consumer Web Products, Google
Tom Wailes, Manager, Search & Marketplace, Yahoo!

Valuing SEM Companies
What components of an SEM firm contribute to its value? Clients. Technology. Expertise. You've got expertise and a strong client list, but does the company have any value beyond the dedication of team and loyalty of your customers? In this session, you'll hear from sellers and buyers about how they valued SEM businesses and what they expect from future valuations.
Part of the SEM Business & Finance Track
Moderator:
Chris Elwell, Senior Vice President & General Manager, JupiterWeb, Jupitermedia Corporation
Speakers:
Russell Horowitz, Chairman & Chief Executive Officer, Marchex
Sameer Gandhi, Partner, Sequoia Capital
Robert Murray, President, iProspect

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 3.
Moderator:
Rebecca Lieb, Executive Editor, the ClickZ Network
Speakers:
Shari Thurow, Webmaster/Marketing Director, GrantasticDesigns.com

Broad Matching & Other Ad Targeting Options
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. Learn how to do more with broad matching and other ad targeting features you may not be using fully.
Moderator:
Gary Stein, Senior Analyst, JupiterResearch
Speakers:
David Fischer, National Manager, AdWords, Google
Patricia Hursh, President, SmartSearch Marketing
Kevin Lee, CEO, Did-it.com
John Slade, Director, Product Management, Overture
Matt Van Wagner, President, Find Me Faster

Personalizing Search
Search technology to provide results tailored to a particular searcher has arrived. Learn how search engines are using data such as a searcher's interests, friends and search history to customize the results they see.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Speakers:
Jan Pedersen, Chief Scientist, Search & Marketplace, Yahoo!
Grant Ryan, CEO, Eurekster
Michael Strickman, Chief Technology Officer, ChoiceStream

Views From the Street: What Public Markets Think of the SEM Opportunity
Google’s pending IPO is just the most visible element of widespread investor enthusiasm for SEM companies. Some have called it a bubble, but it could be that the Street is under estimating the value of the white-hot SEM industry? In this session, you'll hear from prominent observers who will share their view of the current climate for SEM company valuations and their predictions of where the sector is headed.
Part of the SEM Business & Finance Track
Moderator:
Chris Elwell, Senior Vice President & General Manager, JupiterWeb, Jupitermedia Corporation
Speakers:
Bambi Francisco, Internet Editor, CBS Marketwatch
Gerard Jacobs, Chief Executive Officer, CGI Holding Corporation (parent of WebSourced & KeywordRanking.com)
Safa Rashtchy, Managing Director, Piper Jaffray

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.
Moderator:
Chris Sherman, Associate Editor, SearchEngineWatch.com and President, Searchwise
Speakers:
Heather Lloyd Martin, President, SuccessWorks
Jill Whalen, Owner, HighRankings.com

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:
Rebecca Lieb, Executive Editor, the ClickZ Network
Speakers:
Ron Belanger, VP, Search Engine Marketing, Carat Interactive
Dan Boberg, Director, Strategic Alliances, Overture
David Fischer, Director, AdWords, Google
Dana Todd, Founding Partner, SiteLab International, Inc.

Search Detours: Beyond Top 10
What do searchers see when they conduct a search? In general, they're blind to anything other than the top 10 or 20 results that come from crawling the web. However, search engines have other types of listings: news, shopping, image and local to name a few. Learn how search engines are working to detour searchers to these other types of listings when appropriate and why search marketers need to build a presence in these other databases.
Moderator:
Danny Sullivan, Editor, SearchEngineWatch.com
Speakers:
Andrew Cohen, Director of Search Programming, AOL
Marissa Mayer, Director, Consumer Web Products, Google
Ken Norton, Director IT, Product Management, Search, Yahoo!, Inc.
Daniel Read, Director of U.S. sites, Ask Jeeves

Cashing Out: The Preparation and Implications
Whether you're preparing to raise money or sell your company, there are steps that you should take in order to prepare your company. In this session, you'll hear from executives who've sold their companies and the money-people who advise on acquisitions.
Part of the SEM Business & Finance Track
Moderator:
Chris Elwell, Senior Vice President & General Manager, JupiterWeb, Jupitermedia Corporation
Speakers:
Mark Goldstein, Chief Executive Officer, InStoreCard Inc.
Bill Hunt, Senior Strategist, Global Strategies International