The Premier Event for Search Engine Marketing & Optimization
Get on the List!
 August 2-5, 2004 • San Jose McEnery Convention Center • San Jose, CA

Event Hours:
Conference Hours
August 2 - 9am - 5:15pm
August 3 - 9am - 7:30pm
August 4 - 9am - 5:15pm
August 5 - 9am - 3:45pm
Expo Hall Hours
August 3 - 10am - 6:30pm
August 4 - 10am - 4pm
Registration Hours:
August 2 - 7:30am - 5pm
August 3 - 8am - 6:30pm
August 4 - 8am - 5pm
August 5 - 8am - 3pm

Premier Plus Sponsors:

Premier Sponsors:
Ask Jeeves

iProspect Search Engine Marketing

Analyst Sponsor:
Official News Distribution Service:
Business Wire VPO
Hosted By:
Search Engine Watch
Media Sponsor:

Agenda - Wednesday, August 4, 2004
8:00am - 9:00am Registration and Continental Breakfast
9:00am - 10:30am Attendees may choose to attend one of the two sessions offered during this time.

Executive Roundtable
Executives from major search engines take part in a discussion of various current topics relating to the search industry.
Danny Sullivan, Editor,
Gerry Campbell, Vice President and General Manager of AOL Search and Navigation
Paul Gardi, SVP of Operations and Strategic Planning, Ask Jeeves
Christopher Payne, VP, MSN Search
Jeff Weiner, Senior Vice President of Search and Marketplace, Yahoo!

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.
Detlev Johnson, President of Technology, SuccessWorks Search Marketing Solutions Inc.
Bryan Eisenberg, Chief Information Officer, Future Now Inc.
Michael Sack, SVP and Chief Product Officer, Inceptor Inc.

10:30am - 11:00am Morning Coffee Break
11:00am - 12:30pm Attendees may choose to attend one of the four sessions offered during this time.

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.
Danny Sullivan, Editor,
Barbara C. Coll, CEO, Inc
Matt Cutts, Software Engineer, Google
Jon Glick, Senior Manager, Yahoo! Search
Derrick Wheeler, VP Search Engine Marketing, Marketleap

Competitive Research
Search engines can tell you a lot about your competition, if you know what to look for. Learn how to use search engines to profile your competition, helping you understand what links to gain, ad prices to pay, content to offer and customers to seek.
Rebecca Lieb, Executive Editor, the ClickZ Network
Gavin Appel, VP Search, Hitwise
Allan Dick, General Manager, Vintage Tub & Bath
Dan Olson, Director of Search Operations, Performics, Inc.
David Williams, Chief Strategist and Co-Founder, 360i

Shopping Search Tactics
Learn how content from your ecommerce or merchant site can -- and should! -- be included in shopping search engines.
Chris Sherman, Associate Editor, and President, Searchwise
Chris Bowler, Media Director and Search Practice Lead, iTraffic, an AGENCY.COM Company
Cheryle Pingel, Chairman & Co-Founder, Range Online Media
Laura Thieme, President and Founder, Bizresearch

Ad Copy & Landing Page Clinic
A continuation of the "Creating Compelling Ads & Landing Pages" session held on Day 2, this clinic will examine actual ads and landing pages offered up by volunteers from the audience, suggesting changes that may improve clickthrough and conversion.
Lee Mills, Founder, BeyondClicks
Jessie Stricchiola, Founder, Alchemist Media Inc.
Tony Wright, VP, Media - Interactive Marketing, Zünch Communications, Inc.

12:30pm - 1:45pm Networking Lunch
1:45pm - 3:15pm Attendees may choose to attend one of the four sessions offered during this time.

Balancing Organic & Paid Listings
If you get plenty of "free" listings, there's no need to go the paid route, right? Wrong -- what happens if a change in how search engines rank pages leaves you out of the top results? Well, if you buy your way in, there's no need to worry about the free results! Wrong again. Why not gain free traffic if you're relevant? This session explores issues like these and how to get the balance right between free and paid campaigns.
Gary Stein, Senior Analyst, JupiterResearch
Gordon Hotchkiss, President & CEO, Enquiro Search Solutions Inc.
Greg Jarboe, President and co-founder, SEO-PR
Stacy Williams, President, Prominent Placement, Inc.

Trademark & Brand Protection Issues
It's getting hard to keep track of all the lawsuits that have been filed against search engines in cases involving trademarks and keyword-linked search ads. This panel of experts will examine some of the cases, the issues involved and look at advice for both trademark holders and those who may want to bid on terms that are also trademarks.
Jeffrey K. Rohrs, President, Optiem LLC
Thomas Koll, Chairman & CEO, Laplink
Matt Naeger, VP & General Counsel, IMPAQT
Catherine Seda, President, Seda Communication
Danny Sullivan, Editor,

Meet The Shopping Search Engines
An opportunity to learn more about various shopping search engines and pose questions directly to representatives from them. Ideal for those who attended the Shopping Search Tactics session earlier in the day.
Chris Sherman, Associate Editor, and President, Searchwise
Sean Behr, VP of Program Sales,
Marissa Mayer, Director, Consumer Web Products, Google
Rafael Ortiz, Co-Founder and VP Marketing, NexTag
Rob Solomon, VP & GM, Shopping, Yahoo!, Inc.
David Weinrot, VP, Direct Marketing, BizRate

Link Building Clinic
This interactive session takes volunteers from the audience and examines their questions about link building by going live to the web to seek answers and examples.
Elisabeth Osmeloski, SEM Consultant
Greg Boser, President, WebGuerrilla LLC
Eric Ward, CEO,

3:15pm - 3:45pm Afternoon Refreshment Break
3:45pm - 5:15pm Attendees may choose to attend one of the four sessions offered during this time.

Measuring Success
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.
Niki Scevak, Analyst, JupiterResearch
Bryan Eisenberg, Chief Information Officer, Future Now Inc.
Laura Thieme, President and Founder, Bizresearch
Q&A; Speakers:
Brett Crosby, VP Business Development and Marketing, Urchin Software Corporation
Brent Hieggelke, Vice President of Marketing, WebTrends
John Marshall, CEO,
Jay McCarthy, VP Business Development,

Moot Court: Trademark Protection on Trial
Is it legal to link search ads to words that are also trademarks? Come watch as the facts are put on trial!
"Justice" Barry Felder, Esq., Partner, Brown Raysman Millstein Felder & Steiner LLP
"Justice" Eric Goldman, Esq., Assistant Professor of Law, Marquette University School of Law
Danny Sullivan, Founder & Editor,
Scott B. Schwartz, Esq., Member, Cozen O'Connor
Deborah A. Wilcox, Partner, Baker & Hostetler
Jeffrey K. Rohrs, President, Optiem LLC

Very Vertical: SEM Off The Beaten Path
There are hundreds of "vertical" or specialty search engines that focus on particular topics. This session looks at how marketers have successfully obtained qualified search traffic from a variety of important verticals.
Chris Sherman, Associate Editor, and President, Searchwise
Scottie Claiborne, Owner, Right Click Web Consulting
Harrison Magun, Managing Director, eonMedia

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. It runs at the end of Day 3 and several times on Day 4.
Jennifer Laycock, Web Search Guide, & Internet Marketing Specialist, Market Fundamentals
Andy Beal, VP Search Marketing, WebSourced's
Chris Logan, Owner, Beyond Web Services

5:30pm - 6:30pm Evening Forum With Danny Sullivan
The audience is the panel for this session, which lets those in the search engine marketing industry share thoughts, knowledge and ideas among themselves. The session is moderated by Search Engine Watch editor Danny Sullivan, and the audience sets the agenda. After you've had a drink at the networking cocktail reception, come over, sit down and take part in this informal, popular "after hours" discussion.
Danny Sullivan, Editor,

Click to view Special Events

Click to view Day 1 Agenda
Click to view Day 2 Agenda
Click to view Day 4 Agenda

*This agenda subject to change

For more information regarding exhibit space or sponsorship opportunities contact our Sales Department by completing this form or call Frank Fazio at 203–295–0052.

For registration help or information, please email our Registration Department at or call 203–295–0050.

[an error occurred while processing this directive]